Solar by CIR

Expanding a Solar Imprint

Solar By CIR is a solar panel installation company owned by CIR Electric, a commercial electrical contracting company servicing WNY since 1976. They approached us in 2018 looking to establish themselves digitally, after working with a very small firm who wasn’t quite equipped to deliver on the results they needed.

So we refreshed their brand identity, built a new website, and set up HubSpot as their CRM and marketing platform–laying a solid foundation for all the campaigns and initiatives to come. And over the years, we’ve helped create and manage multiple campaigns across many channels, we built a branded value-added interface for customers called SolarHub, and launched their new office and presence in the Rochester area.

Deliverables

  • Animation
  • Application Development
  • Brand Refresh
  • Content Planning
  • Copywriting
  • Graphic Design
  • Paid Media (Digital/Traditional)
  • Photography
  • SEO
  • Social Media Marketing Management
  • Sourcing & Procurement
  • Strategy
  • Video Production
  • Website Design & Development

Strategy

Strategy

Experience and Expertise,
on the Cutting Edge

CIR Electric has been in business for over 45 years, and has established a reputation and level of trust based on their track record. With Solar by CIR, we want to lean on the trust they’ve built, while being clear that proper solar panel installation is indeed an electrical job, and that our expertise and resource base is unique in a marketplace of new–and sometimes not so trustworthy–players.

Website Design
& Development

Website Design & Development

Claiming Our Place at the Top of the Market

When we took on redesigning their website, the solar page on their CIR Electric website was actually ranking higher in search results than the Solar by CIR site. So we set out to create a website that would fix that, and generate inbound traffic and leads through high-quality educational multimedia content.

Brand Refresh

Brand Refresh

Creating a Consistent and Compelling Identity

We started our work with them by refreshing and expanding their brand identity. We updated their logo, and created a color scheme and consistent graphic elements to surround it that could be employed in various contexts and applications.

Branding Materials

SolarHub by CIR

SolarHub by CIR

Enabling Customers to See Their Success

After working with them successfully for a few years and accomplishing our initial goals, we started looking at where else we could make a difference, and identified an opportunity to improve their post-sales process and turn great customers into ambassadors.

For years, CIR customers have been given monitoring software that’s designed and branded by the inverter manufacturer. While that’s totally understandable, we saw it as an opportunity to strengthen their customer relationships by designing and developing a custom, branded user portal that enables customers to get the most out of their solar investment–and that enables and incentivizes them to share their success, leave reviews, and refer Solar by CIR to people they know.

See SolarHub for Yourself

Expanding Into A
New Market

Expanding into a New Market

Growing Their Lead
in the Region

As Solar by CIR became the leading local solar panel installer in the WNY area, they took on opening an office in Rochester and entering that market. So we launched multiple campaigns in the area, intending to both build local awareness of the brand (particularly in advance of their arrival) and have people engage directly, using new ads and assets to lead back to our educational landing pages and free estimate tool.

The late-winter launch was a success, resulting in the installation team being booked for the entire year by mid-summer.

Similar Work

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