Quality above all else.

Challenge & Overview

When WeatherGard first approached us, they had not advertised on TV in 10 years…and yet, everyone seemed to still know their jingle.

Many times, when an agency takes over an account they feel the need to put their stamp on it, and sometimes that means stamping over strategies that work. At Strive, we’re conscious of that potential misstep and respectful of strategies and ideas that precede us. So, we knew one thing… we were keeping the jingle!

As we learned more about WeatherGard, we uncovered a story that needed to be told, one that would resonate with the locals and one that made us proud to be working on the account.

The challenge was to break through the clutter and make people aware of WeatherGard’s quality and dedication to its customers.

Goals

The primary goal was simple; create awareness of WeatherGard’s superior quality and value, but their story was deeper than that.  We highlighted 5 main pillars in which we’d build the foundation of our campaign messaging:

Window Quality: The campaign aimed to highlight WeatherGard’s commitment to providing high-quality windows that were specifically designed to withstand Michigan’s temperamental climate thus providing superior quality and durability over their competition.

Competitive Pricing: Emphasize the value customers would receive by choosing WeatherGard’s high-quality windows at a reasonable price point.

Dedication to Customers: Differentiate WeatherGard from competitors who relied on pushy sales tactics, showcasing WeatherGard as a company that truly cared about its customers’ needs.

Innovator in the Business: Educate potential customers by highlighting the company’s inventions and improvements in window quality and durability. The goal was to establish WeatherGard as a leader in the market and a go-to choice for customers seeking cutting-edge window solutions.

Family-Owned & Local: Emphasize WeatherGard’s status as a local, family-owned business. This aspect would help build trust and resonate with customers who value supporting local businesses. The goal was to leverage WeatherGard’s family-owned status to create a sense of authenticity, reliability, and a strong connection to the local community.

Approach

We recognized the value of WeatherGard’s story as a local family-owned company that specialized in building and installing products tailored to Michigan’s temperamental climate. This became a key aspect of the campaign, allowing WeatherGard to connect with the local community on a deeper level. By emphasizing the company’s local roots, the campaign aimed to create a sense of authenticity and trust among customers.

A key focus of the approach was on WeatherGard’s commitment to quality and dedication to its customers. The agency positioned these qualities as a refreshing change from the competition’s pushy and aggressive offers. By highlighting WeatherGard’s customer-centric approach, the campaign aimed to resonate with people who were seeking a more reliable and trustworthy option in the market.

Retaining WeatherGard’s jingle was another important aspect of the approach. The agency recognized the jingle’s familiarity and popularity among the local audience, which made it a valuable asset for brand recognition. By keeping the jingle consistent, the campaign aimed to build on the existing brand awareness and establish a strong connection with the target audience.

In addition to the jingle, Strive created a comprehensive campaign that showcased WeatherGard’s inventions and improvements in window quality and durability. This involved developing TV and digital ads that focused on the company’s commitment to its customers.

Overall, the approach of the WeatherGard campaign revolved around leveraging the company’s local, family-owned status, emphasizing its commitment to quality and dedication to customers, retaining the well-known jingle, and showcasing its innovations.

While the competition was making unverified claims and pushy offers, we went the opposite direction; we told the truth. Turns out, that’s exactly what the public wanted to hear.

Impact and Success

By highlighting WeatherGard’s unique qualities, including its local, family-owned status and specialization in products for Michigan’s temperamental climate, the campaign was able to differentiate the company from its competitors. This differentiation helped WeatherGard stand out in the market, capturing the attention and trust of customers who were seeking a reliable and dedicated provider of high-quality windows.

As a result of the successful implementation of the campaign, WeatherGard experienced a significant impact on its sales. The company saw an impressive growth rate of 15% in annual sales. This growth can be attributed to the campaign’s ability to create awareness, differentiate WeatherGard from competitors, and communicate the company’s commitment to quality and dedication to customers.