Members of the Owens Corning® Certified Energy Expert® Program are backed to offer a warranty unlike any other in the industry. We created a toolkit to help them leverage the warranty as a selling point in their local markets.
QUESTION
The Owens Corning® Certified Energy Expert® (CEE) Program consists of 110+ independent insulation contractors across the country. By qualifying for this elite group, the contractors are backed by Owens Corning to offer a limited lifetime warranty on qualifying products as well as an industry-exclusive limited lifetime warranty on the installation workmanship.
While this is a major value-add for membership, the CEEs expressed a need for practical tools to promote this warranty within their individual markets. They were proud to offer it, but they didn’t necessarily know how to best communicate its value. The Owens Corning CEE team turned to The Jakes Group to create a comprehensive marketing package to help members leverage the industry-exclusive warranty and the Owens Corning brand.
CREATE
As we brainstormed the creative direction for this toolkit, we saw there was an opportunity for Certified Energy Expert® professionals to reach both homeowners and builders. Homeowners needed to know how working with a Certified Energy Expert® professional provided this added peace of mind, while builders should fully understand that this warranty was a unique advantage of partnering with a CEE. And, as marketers, we knew that the audiences would only become truly familiar with the warranty if exposed to it multiple times. Therefore, we created a mailing that included the following materials to help familiarize audiences with the advantages of the CEE warranty:
- Long-sleeve shirts for Certified Energy Expert® professionals to wear
- Truck decals
- Static window clings for completed jobs
- Warranty card holder for homeowners
- Sell sheets for sales teams to use as leave-behinds with different audiences
ACTIVATE
Along with creating and sourcing the assets, The Jakes Group oversaw the distribution of the kits to members nationwide. Members were then invited to further customize and order additional materials based on their specific needs.
Overall, we designed this kit to help CEE members feel more empowered to lead with the warranty in their sales pitches and lead-generation efforts. We successfully provided more than just talking points; we developed practical materials that could be utilized immediately in their individual markets. Additionally, these kits helped position Owens Corning as a source of support for CEE members and their lead-generation efforts.
Do you have a marketing need you’d like to discuss? We’d love to hear about it. Contact us today.