Case Study
Lennox Case Study
Headquartered in Richardson, Texas, Lennox is a premier manufacturer of residential and commercial heating and air conditioning equipment, supplying thousands of HVAC contractors across the United States.
Relevance
Paid Channel Marketing, Website Design & Development, Channel Marketing Creative Services, Organic Social Media, Google Business Profile Management, Customer Nurture Email Marketing.
Situation
As a manufacturer that sells through a network of independently owned HVAC businesses, Lennox must navigate several marketing obstacles at the local level to ensure successful promotion of their products and promotions.
- Inconsistent Brand Representation: Many local HVAC contractors create and execute their own marketing without adhering to Lennox brand standards, leading to inconsistent messaging, diluted brand equity and missed opportunities to build stronger consumer recognition and trust.
- Limited Marketing Knowledge: Most local contractors are experts in HVAC, not marketing. Many lack a strong understanding of digital marketing best practices, modern advertising platforms and evolving consumer behaviors, making it difficult to effectively promote both their services and the Lennox brand.
- Resource Constraints: Producing professional-quality ads, websites and marketing campaigns requires time, expertise and investment — resources many local contractors simply don’t have. As a result, their marketing materials often fall short of industry standards and fail to showcase Lennox products in the best light.
- Budget Sensitivity and Minimal Performance Tracking: Local contractors are often highly budget-conscious and may not allocate sufficient resources for marketing strategy, tracking and optimization. Without monitoring key metrics like lead sources, ad performance, and ROI, they struggle to identify what’s working — limiting their ability to scale successful tactics or make informed decisions.
Solution
In partnership with Lennox, we developed and manage the CAP (Consumer Advertising & Promotions) Program, empowering HVAC contractors to execute professional, co-branded marketing campaigns at the local level.
Key Features
CAP Program (Consumer Advertising & Promotions):
A comprehensive, start-to-finish marketing solution offering more than 15 media tactics. Services include media research and planning, creative development, ad placement and vendor invoicing — making it easy for contractors to execute professional, co-branded campaigns.
Website & SEO Services:
From single landing pages to full websites with 200+ pages, we provide flexible web solutions tailored to a contractor’s budget, market and growth goals. Ongoing SEO services help enhance online visibility and drive qualified leads.
Google Business Profile Management:
We optimize contractor profiles for maximum visibility, develop a content calendar with weekly updates and offer hands-on assistance navigating Google Support issues.
Social Media Program:
A ready-to-go content calendar delivers consistent, professionally written posts multiple times a week to contractors’ Facebook and Instagram pages, helping build brand awareness and engage local audiences.
Dealer Video Services:
Access to a library of customizable video templates gives contractors the opportunity to easily produce high-quality videos — even starring in the videos themselves.
Nurture Email Program:
A monthly email marketing program designed to help contractors stay connected with their existing customer base, promote seasonal services and drive repeat business.
Data & Insight Services:
Strategic packages built to drive smarter growth, including Customer Insights, Marketing Growth Strategies and Business Growth Strategies — arming contractors with the data they need to expand their business effectively.
Results
The program has positively impacted Lennox and its contractors, not only streamlining marketing efforts but also driving stronger lead generation through personalized strategies and tailored marketing plans. Contractors no longer have to navigate marketing alone — they receive customized recommendations aligned with their business goals, local market opportunities and budget. With a focus on attracting new leads and growing their customer base, contractors are able to spend less time managing marketing and more time building their business, all while maintaining a consistent and professional brand presence.
1,075
participating dealers
Lennox CAP Program
With 15 different marketing tactics available, the program delivered campaigns across 49 states and more than 171 DMA markets, helping dealers connect with customers at a local level.
From 2023 to 2024, the total number of leads generated through these campaigns increased by 59%.
175
participating dealers
WEB Connect Website Program
With website hosting, ongoing maintenance, SEO strategy, call tracking and performance reporting all bundled into one affordable monthly package, this program is designed to take the digital workload off busy HVAC contractors.
In just the first quarter of 2025, dealer websites experienced a 45.04% increase in traffic compared to the same period the previous year.
160+
participating dealers
Lennox Social Media Program
The program includes professional Facebook page setup, consistent content posted three times a week (videos, graphics and images) and ongoing monitoring of comments, messages, and reviews to keep dealers engaged with their audience.
Dealers who participated in the program for a single year experienced measurable gain across key performance metrics.
Impressions increased by 28%
Reach grew by 31%
Engagement rate jumped by 53%
Followers surged by 72%
350+
participating dealers
Lennox Google Business Profile Program
Services include profile optimization, weekly content updates, performance reporting and hands-on support for resolving issues with Google. In the first quarter of 2025 alone, participating dealer Google Business Profiles saw impressive year-over-year gains — resulting in 11,500 additional leads.
30% increase in impressions
8% increase in interactions
9% increase in website clicks
9% increase in call clicks
