RENE FLORES

Johnstone Supply Summer of Savings Campaign

Campaign Overview:

Johnstone Supply is a leading distributor of HVAC/R equipment and supplies across the U.S. and Canada. The Summer of Savings campaign aimed to highlight discounted tools for HVAC contractors, with a special incentive: a $1,000 gas card giveaway for purchases of qualifying Resideo thermostats in July 2022. Campaign ran for a month with two month worth of planning.

Goals:

Drive sales of discounted products and engage HVACR contractors
Sell over 2,000 units to generate $100,000+ in revenue.

Target Audience:

HVAC contractors in the U.S. and Canada who drive to different work sites daily.

Strategy and Execution:

Channels: social media, email, website banners, print flyers, showroom loops, and on-hold messages
Approach: multi-channel strategy to reach contractors both online and in-store.

My Role

Designed graphics and wrote copy
Coordinated across digital and print channels
Managed campaign execution and performance tracking

Results and Impact

2,223 units sold
800 social media clicks
3K+ landing page visits
10 contractors won $1K gas cards

Social Media

Chosen for its broad reach and ability to target HVAC Technicians, social media allowed for direct engagement and frequent reminders about the promotion.

Designed graphics, wrote copy, and UTM codes.
Updated post to industry standards.
Used RenderSEO for post scheduling.
Analyzed post via GA4, Facebook Insights, Twitter, and LinkedIn, and RenderSEO.
Uploaded to Facebook, LinkedIn, and Twitter via RenderSEO.

Monthly Flyer

These were essential for reaching contractors directly at storefronts, as the majority of HVAC contractors relied on these materials for product information and purchasing decisions.

Email

Email was used to maintain consistent communication with store locations and ensure that brand standards were met across all promotional content.

Counter Flyers

The majority hvac contractors often take small counter flyers with them for later reading on product information and promotions.

Placed on POS counter in-line of contractor’s view.
Small enough for contractors to take home.
Balance between vendor and JS brand standards.
Available on JEN, our internal portal, for store managers to download and print.

Website Static Banner

Ensured high visibility to online visitors and directed them to the landing page for more information.

High visibility.
Image linked to landing page.
Available to download for store locations via JEN asset portal.
Static banner is better than rotating banner in this case.

Showroom Loop

In-store digital displays provided a dynamic and visually engaging way to capture attention while contractors waited, reinforcing the campaign message.

I designed Motion Graphics via Adobe After Effects.
Used Triggerpoint Software for distribution.

On-Hold Phone Advertising Messages

Utilized idle time effectively, making sure that contractors were aware of the promotion even while on hold, providing another layer of communication.

Please hold. We value your business and will be with you shortly. The Resideo Summer of Savings is heating up! Now through July 31st, purchase any qualifying Resideo thermostat and you’ll be registered to win a $1,000 prepaid gas card, and automatic entry into the August grand prize of $25,000! Learn more at Johnstonesupply.com/Resideo.

Written copy for 450 storefronts.
Message prioritize at top of document script.
Service provided by Woodstock Media.

Review

Hank L.

Marketing Manager

5 of 5 stars

Rene's work is highly regarded by both internal and external customers and provides a crucial resource to our internal marketing programs.