MARKETING | DESIGN
COPY BY JEFF SNIDER
WRITING SAMPLES
Welcome to my copy portfolio.
Below you'll find the first of 14 varied writing samples created over the past few years.* The pieces included represent a range of styles and project-types.
Please use the PREVIOUS | HOME | NEXT menu above to navigate between samples.
*In addition to the copy below, all print and video work was prepared/produced by me under the business name JSDesigns. For non-copywriting inquiries please visit our website.
MARKETING COLLATERAL : LENNOX INDUSTRIES BRAND IN REVIEW BROCHURE
The Project (the content in context)
Lennox Industries had launched a new consumer and dealer brand in early 2019. Performance figures, ROI statistics, and marketing elements associated with the new effort were abundant, but scattered. Much of the information was compartmentalized and only reached specific corners of the overall Lennox team. Their goal in creating this piece was to give their executives, field sales managers, and dealer leadership a snapshot of how the launch was going and highlight a few of the key metrics for the year. The piece was designed as a multi-page infographic with support copy to help tell the story.
Role: Copy Writer | Designer
The Copy
2019 : A Brand in Review | Supporting Your Success
Supporting Your Success
The past year has been a transformative one for us all.
At the close of 2018, with a deep breath, we embarked on a journey to redefine ourselves –
and in the process to redefine the HVAC industry to the consumer.
We spent months exploring trends in visual styling, customer connectivity, and brand awareness across HVAC and related industries. From that exploration, we learned that our business is no longer about equipment and specifications.
It’s about life.
With that powerful realization, we moved to reimagine what the Lennox brand means to the HVAC customer, and to redefine what quality HVAC service should mean to that customer.
This report provides an overview of the efforts and results of that journey, illustrating our public initiatives, and behind-the-scenes efforts to support you, our store owners and managers in your pursuit.
The pursuit of perfect air.
REBRANDING & MARKETING
A Year of Transformation
Air is Life : Brand Campaign
2019 has been a year of brand identity transformation for Lennox.
Over the course of the year, the brand marketing team revamped consumer and dealer-facing assets, creating a new look that reflects the core belief that everyone deserves perfect air. The objective was to engage consumers at an emotional level and help dealers position Lennox as leaders in comfort, relaxation, health, and wellbeing.
More than 100 new assets were developed to support the fresh new brand including:
Bullet List
Refining Our Voice
Rethink Your Air : National Advertising Campaign
Lennox launched the Rethink Your Air Campaign in April of 2019, with the objective to reposition the brand as “the leader of perfect air.”
We challenged consumers to rethink the air inside their home when seeking to improve health, comfort, and happiness by highlighting the futility of health-focused efforts — including noise machines, yoga, and dietary cleanses — without perfect air.
Consumer advertising effort included:
- Three television spots around sleep, yoga and cleansing that ran on HGTV and DIY networks across the U.S. and Canada
- Nationwide direct mail advertisements
- Digital advertisements
- Paid search promotion
- Organic and paid social media promotional advertisements
- Weather-triggered banners and display advertisements
The Rethink Your Air campaign positively impacted brand recognition and equity.
According to the Brand Equity Study, an international study that calculates brand performance metrics, Lennox experienced growth in brand momentum, unaided brand awareness, and total brand equity, increasing the company's global brand ranking by 4 points.
ONLINE MARKETING
Digital & Social Presence
Lennox.com & Social Media
Alongside our brand and advertising efforts, we expanded and improved our presence, responsiveness, and service offerings online – and reinvented ourselves on social media.
In 2019 Lennox.com generated
- More than 6.4MM visitors (+378% YOY)
- Over 500,000 leads to Dealer Locator (+15% YOY)
- Over 22,000 4 and 5 star Lennox consumer product reviews
Social media initiatives included efforts to update and improve Lennox’ Facebook, Twitter, Instagram, LinkedIn, and YouTube presence generating:
- 264,875 TOTAL SOCIAL MEDIA FOLLOWERS (+8.1%)
- 19,934 NEW SOCIAL MEDIA FOLLOWERS (+401.1%)
TRADE & LEAD GENERATION
Growth Through Leadership
Forging a trail for New Dealer acquisition
Our research made it evident that we could do more to reach our dealer customer – after all, without them, there would no new revenue, no new consumers... no nothing.
In 2019 the brand marketing team made a point to advocate for an expansion of trade dollars; repurposing and optimizing the budget to find $500K to begin an awareness campaign in the trade space.
Their objective was to position Lennox as a thought leader, elevating executives, highlighting product innovation and communicating the vast value proposition the company has when it comes to partnership with dealers.
Growth Through Leadership
Over the year, we fostered strategic partnerships with trusted trade publications to showcase how Lennox supports its customers, resulting in record-high traffic on LearnLennox.com.
- +527% LEARNLENNOX.COM VISITS (YEAR-OVER-YEAR)
Brand Resources & Contacts
Contact our corporate brand representatives for more information on the Lennox brand and strategy for the future.