QUESTION
The Owens Corning® Certified Energy Expert® (CEE) Program consists of 110+ independent insulation contractors across the country. Along with receiving specialized training and certification, the contractors are backed by Owens Corning with an industry-exclusive warranty. Together, Owens Corning and the CEE members market the benefits of fiberglass insulation to homeowners and builders alike and specifically focus on why installation by a Certified Energy Expert® affords the end consumer additional benefits.
In 2020, representatives of the Owens Corning CEE Team and OC sales personnel were unable to connect with CEE members in person due to the COVID-19 pandemic. But that didn’t stop the CEE Program from finding unique ways to reach its members. Throughout the year, Owens Corning collaborated with The Jakes Group to send contractors mailings containing resources and support to tackle a variety of relevant issues, including employee recruitment/retention, generating leads and branding.
In the fall, the CEE Team sought to create a kit around safety. Not only was this relevant because of the pandemic, but Owens Corning also wanted to emphasize the importance of having industry-leading safety protocols for all stakeholders. They turned to The Jakes Group for content direction, including how to package this safety kit and make it applicable for contractors across the country.
CREATE
The challenge here was to address safety both in the lens of the COVID-19 pandemic as well as in the trades industry. We used the tagline “Certified & Safe” on the packaging to emphasize that these companies not only stand out for their unique certification, but also because of their enhanced safety protocols.
An eye-catching print piece included actionable ideas on how to implement safety training for employees and hold every team member accountable. Along with a specific focus on health, we framed safety by season—offering tips for navigating varying weather conditions. We also sought to instill a sense of pride among employees for upholding the safety procedures.
To accompany the suggestions, we included items that the contractors could immediately use upon receipt. Specifically, the kit included:
- An “injury-free days” safety banner
- Window clings
- Branded hard hat stickers
- Branded hand sanitizer
- A Certified Energy Expert® branded mask
All of these materials could be ordered by Certified Energy Expert® contractors who sought to acquire more for their team members.
ACTIVATE
Along with creating the assets and coordinating the materials, The Jakes Group oversaw the distribution of the materials to members nationwide. The Owens Corning CEE Team created a video providing an overview of the safety kit and embedded it in their weekly digital membership communication, so all CEEs knew what to expect in the incoming kit. The feedback was positive, with members expressing gratitude for actionable tips and items that could be used on site immediately.
It’s one thing to tell business owners to enact safety programs at their businesses; but by actually giving them the tools to do it, the CEE Program stepped up to deliver a truly valuable resource for their members. From copywriting to design to material coordination to shipping, The Jakes Group was proud to collaborate with the CEE Team on this effort.
How are you reaching out to your constituents during a time when in-person connection isn’t as feasible? We’d love to hear about it. Contact us today.