How STORY's Comprehensive Marketing Strategy Helped TRS Reach Decision-Makers with Precision

As the leading HVAC and plumbing solutions provider in the southeastern United States, TRS's mission is to build sustainable, state-of-the-art systems while delivering outstanding customer service. With growing territories, TRS is a leading organization in their field but lacked the in-house resources to have a robust marketing strategy. We proposed new websites for all online presences and a diverse array of complementary digital assets.

Overview

TRS faced non-standard marketing challenges due to the niche nature of its services. Targeting a specific audience, including buyers from sectors like hospital systems and higher education, our comprehensive strategy involved Google Ads with specific keywords, programmatic ads, and hyper-local geofencing (down to a 20-foot radius) to reach decision-makers where they work.

Amid our 2020 campaign, the emergence of COVID prompted a new demand for full building air purification systems. We devised a tailored ad strategy, creative materials, and a distinctive window cling highlighting TRS's technology as the solution.

Addressing TRS's significant pain point – an outdated website – we created a new prototype using Adobe XD. This flat design approach allowed us to experiment and accurately represent TRS's identity through a strategically crafted design and language.

Considering TRS's diverse offerings from over 65 manufacturers across the southeast, we developed a custom finder system. This system, leveraging their database, enables users to filter capabilities by region and category, providing an intuitive way to connect customers with specific regional services.