Capital Heat

A Family Business
Leading in Their Field

Capital Heat is a family-owned-and-operated HVAC business, serving WNY since 1957, and specializing in modern methods like heat pumps and geothermal heating. Referred to us by our longtime client Solar by CIR, the Capital Heat leadership team had been impressed with the videos, website, commercials, and overall results we’d produced with them, and had been unhappy with the lack of creativity and proactivity of their recent agency partners.

In fact, after having stopped working with them–and having no active marketing programs running–for a full year, they’d seen no negative impact whatsoever on their revenue. It became clear that they needed a partner who could understand their brand, help generate creative ideas, and proactively manage execution so that cool new shit could actually get done despite the company leaders already being as busy as they could be.

Deliverables

  • Animation
  • Brand Identity
  • Content Planning
  • Copywriting
  • Graphic Design
  • Photography
  • SEO
  • Social Media Marketing Management
  • Video Production
  • Website Design & Development
Strategy

Establishing Their Undisputed Expertise

We knew early on in our conversations that Capital Heat were the local leaders when it came to more modern home heating and cooling technologies like heat pumps and specifically geothermal systems. What we didn’t know was that they’d been innovating and leading in the field in various ways since their inception almost 70 years ago.

So we set out to create core messaging and a brand story that reflected and reinforced their unique position in the market: unparalleled modern expertise and an excellent reputation built over the course of 2 generations of a community-oriented family business.

Brand Strategy

Brand Character &
Story Development

Brand Character & Story Development

A History of Innovation, Embodied

One way the Capital Heat team had innovated in the very beginning was by creating their own custom sheet metal ductwork–which their competitors came to them for when their own installation jobs required it. That innovation had been memorialized in a sheet metal “mascot” (since dubbed “Cappie”) that they took to trade shows, and that now stands in their main lobby.

Inspired by this real-life embodiment of their longstanding leadership, we created a sort of lineage of Cappies to help tell the story of that leadership–from custom sheet metal to geothermal and beyond.

Website Design
& Development

Website Design & Development

A Better Experience for
Everyone Involved

As we prepared to roll out the new brand messaging and related content and campaigns, it became clear that it would be a smarter move to build a new website than to keep trying (on a literal daily basis) to update, fix, and work around the inherent issues of their current site.

Their site didn’t look terrible, but the plugins were outdated, the SEO was lackluster, functionality was often clunky or fully broken, and it was difficult to do even simple maintenance without the involvement of their old agency partners, who had become something less than responsive.

So we set out to create a site that was user-friendly and easy to navigate, optimized for search in 2023, and a showcase of their unique expertise and their extensive history.

Within a couple weeks of launching, they received more inquiries through the website than they had in the previous 3-6 months–with no marketing campaigns, just improved SEO and UX.

Website UI Elements

Marketing Materials
& Media

Marketing Materials
& Media

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