Target. Track. Analyze. Adapt.

Rheem’s leading distributor for their HVAC products in Ohio is Robertson Heating Supply. The distributor came to Innis Maggiore to become their digital agency in order to increase sales as well as improve plans, creative execution, digital presence, and get measurable results.

Specifically, they wanted help for their Fall campaign to drive leads to their Rheem Pro Partner dealers in Cincinnati and Columbus and introduce tracking to determine what’s working and what isn’t.

Innis Maggiore’s digital agency experts recommended a dedicated landing page for the campaign rather than the general Rheem.com website. It would solve the problem of Robertson having no way of tracking their campaigns and provide clear results they could share with leadership and dealers.

We developed a strategic, integrated, multimedia plan for the client to support their Fall home heating equipment campaign, with all traffic directed to a landing page created by us both to get leads and track effectiveness. Digital marketing was employed to provide the consumer a compelling reason to go to that landing page to find out more and contact a Robertson Rheem Dealer. The agreed-upon KPIs were clicks, site traffic, form fills, calls, and dealer feedback.

The Innis Maggiore digital team performed keyword research for Google search ads and forecasts for social ads and a programmatic online video that were created by the agency, in part using existing Rheem brand assets; implemented campaigns on Google search, Facebook, and programmatic platforms; monitored and optimized performance throughout the campaign; and reported monthly, culminating with a final report summarizing its performance to present at client dealer meetings.

We designed the crucial landing page to be true to the Rheem brand and communicate what’s meant by their theme, “a new degree of comfort;” promote special offers; allow the website visitor to download product brochures and easily view Rheem innovations; and find the dealers nearest them through both search and map functionality.

Our digital agency development team created fields to populate the landing page with images and content; implemented desktop and mobile designs; and hooked up the Google Maps API for map feature with custom markers and search functionality.

The Rheem campaign reached over 144,000 people in just 8 weeks, with 5,141 clicks and 398,496 impressions on Facebook. The programmatic campaign, which consisted of online video and display retargeting ads, received 686,580 impressions and 1,580 clicks. Google search ads had 25,700 impressions and 1,200 clicks with a 4.6 CTR (the industry standard is 2.4%) with over 350 conversions (dealer web clicks, calls, or form submissions).

In fact, Robertson was so pleased with their (now trackable) results that they have asked Innis Maggiore to put together plans for Spring and Fall, while the agency was also invited to attend their next marketing meetings.

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Innis Maggiore collaborated with the region’s leading dairy brand, a family company that still works only with family farms within 60 miles, to protect the time-honored tradition for quality as started by two brothers over a century ago. Together, we realized it was critical to remain true to Smith’s heritage brand position, yet recognized the need to resonate with new generations of buyers to increase shelf space in a declining category (people moving away from dairy).

We re-invigorated the brand while maintaining loyalty through a packaging makeover of over 125 SKUs, new website, TV, point-of-sale, social media and digital, and promotions with retail support kits. All were focused on the new tagline, “Tradition you can taste.”

As part of our digital marketing efforts for this initiative, the next step was to harken back to Smith’s heritage and pay tribute to the family farms that make it all possible. Innis Maggiore filmed a series of mini documentaries that spotlighted several local farmers. This process truly reached out to the community and showcased small businesses within our region, resulting in a multiple award-winning campaign that was prominent across Smith’s social media, website, and YouTube channel. This yielded a positive consumer response combined with farm-partner goodwill that exists to this day, a few years after its premiere. It's ideas like this you should expect from your digital agency.

Sunless, Inc. is the leading B2B manufacturer of spray tanning equipment for tanning salons across the U.S. and Australia under the Mystic Tan, Norvell, and VersaSpa brands.

The client purchased the rights to “National Spray Tanning Day,” which provided the perfect opportunity for Innis Maggiore to showcase all services in the agency to help their retailers drive awareness and traffic to salons with a consumer-facing campaign featuring special offers for its first-ever edition. The main message was that spray tanning is a safe way to create a lively glow for a healthy appearance.

Setting the foundation for our aggressive digital marketing endeavors, Innis Maggiore public relations experts announced the news via PR Newswire; set up multiple live on-air spray tanning demonstrations from Wisconsin to Louisiana, developing talking points and coaching the company’s brand ambassadors; and invited Los Angeles-area health and beauty editors to the “It’s Glow Time” event. In total, we garnered $1.7 million in publicity value to 68 million people.

We then developed a promotional postcard, FAQ sheet, audio streaming spot, and videos for use on social media. As a leading digital agency, Innis Maggiore created and deployed the most innovative means to engage our audiences.

For Snapchat, we created a filter in Lens Studio; utilized pre-made templates; and gave the visitors the ability to retouch their faces to create a smoother appearance, utilize directional lighting for a “glow” look, and change intensity with a built-in slider tool. The results glowed, too, with 274,667 impressions and 3,823 swipe-ups (the average rate is .35%, so we significantly outperformed the benchmark with a 1.39% swipe-up rate).

For Instagram, we created a filter in Meta Spark AR; utilized a Photoshop face mesh to let visitors manually draw on bronzer and blush and another to articulate the “glow” with sheen; and used the patch editor to bring in the slider element so they could adjust intensity. Here too, the outcomes were healthy — with 455 impressions and 907 opens.

In addition, the Mystic Tan Facebook page experienced 1,861,431 impressions for 8,547 clicks and a CTR average of 2.77%, while Norvell’s Facebook logged 458,674 impressions for 9,124 clicks and a CTR average of 2%. Streaming audio contributed 257,400 impressions for 872 clicks, together with 260,100 more impressions for 227 clicks through our retargeting efforts.

The digital agency team at Innis Maggiore enhanced an already-strong program with influencer marketing, signing three influencers, using the Julius media platform, and featuring an influencer ad on TikTok. This aspect of the promotion brought 2,084,316 impressions and 15,518 clicks.

Overall, Innis Maggiore social media brought in more than 50% of the total traffic for the campaign.

Everything we created and deployed led toward a dedicated National Spray Tanning Day landing page for potential customers to locate participating salons and spas in their state, answer the most common questions, and sign up for a spray tanning newsletter.

The landing page had 22,200 visits and was successful in providing the users with an easy locator and will be used for future campaign as more updates, images, and features are added.

How’s this for a family company? John Anthony Orlando earned his first paycheck at age 11 for delivering bread with his father. Today, he’s president and CEO of local legacy brand Orlando Baking Co.

Orlando Baking Co., a leading Northeast Ohio bakery that balances Old-World style with New-World innovation, produces more than 250 varieties of fresh and frozen hearth-baked bread, rolls, and specialty items. The fifth-generation family business observed its 150th anniversary in 2022. As part of this celebration, Innis Maggiore created a promotion called “The Great American Sandwich Search,” a contest for the most imaginative and tasty recipes, with winners chosen by Cleveland celebrity judges.

233 sandwich recipes were entered in the contest, making the winners selections extremely challenging. The $1,500 grand prize winner was “Oktoberfest Sandwich,” which was also selected as the “Best Culturally Inspired Sandwich.”

The “Best Sandwich for Sports Fans” category winner was the “Original Hot Italian Sub;” “Best Grilled Cheese with a Twist” was “Egg in a Hole Grilled Cheese Sandwich;” “Best Breakfast Sandwich” was “Breakfast in Bread Sandwich;” and “Best Plant-Based Sandwich” was “Marvelous Mushroom Burger.” As you can see from these names, entrants took this contest seriously, and naturally, if the sandwiches are the best in Northeast Ohio, they have to be the best in America.

A select panel of five Northeast Ohio celebrity judges helped determine the category winners, while the Orlando Baking Co. team conducted a taste test at the bakery to determine the grand prize winner.

In addition to conceptualizing and promoting the contest, Innis Maggiore also helped make the Orlando Baking brand a winner. The event garnered several thousand contest page visits, more than 2 million impressions, and nearly 40% new Facebook followers. In case you want to taste some or all of the Great American Sandwich Search winners, the recipes are available on Orlando social media channels. Enjoy!

Babcock & Wilcox is the leader in advanced decarbonization technologies for cleaner energy production in electric power generation, emissions, waste treatment and environmental engineering. They CO₂llaborate 2 Decarbonize, for a net-zero future that stands as bold ambition — because that’s the only kind worth having.

Innis Maggiore created its award-winning corporate website, as well as a microsite devoted to decarbonization, focusing on the beauty of the planet we seek to preserve, while explaining technical advancements in a clear, straightforward manner. As a bonus, users may not see the same hero video on the home page each visit since the page loads different videos randomly.

Amongst an array of marketing materials for B&W’s clean energy technologies, our digital agency and creative experts wrote and produced an inspiring and award-winning brand video, which was then repurposed to become part of an ambitious programmatic TV endeavor.

The animated video, titled “Reflections” and which focused on the clean energy future of three children, was joined by a series of spots that featured B&W leaders taken from a TV profile on the company’s efforts. There were 12 — yes a dozen! — digital agency spots which ran in four waves over a several-month period on a rotating basis. Best performers were increased in the mix, which was augmented by :30 video and :05 B2B and display retargeting ads aimed at “green investors.”

The Babcock & Wilcox campaign received over 4.4M impressions, over 19,000 clicks, with a player completion rate of 60% (total watched in its entirety). That’s quite a reflection on the desire for green energy, the strength of B&W, and the savvy of Innis Maggiore as their digital agency.

Saying thanks can make all the difference. Since 2012, Innis Maggiore has conducted many campaigns and projects for the Stark Area Regional Transit Authority (SARTA). 2023 was SARTA’s 25th anniversary, a milestone we celebrated together throughout the year with four quarters packed with campaigns and events to thank everyone involved and increase community awareness. We used the overarching theme of “Happy SARTAversary” to put our own spin on 25 years of mass transit for Stark County.

The first quarter concentrated on employees (whom we dubbed Accounting Whizzes, Dispatch Icons, HR Champs, Customer Service Wonders, IT Heroes, Customer Relations Commanders, Service Marvels, Mechanics Masters, and Operations Aces) we collectively called the SARTA All-Stars. Groups were featured in many digital marketing avenues such as social media, videos/spots, and audio, as well as print, posters. Some focused on a select group of employees who exemplified a SARTA spirit to help riders above and beyond their job description.

In the second quarter, we spotlighted community partners, companies and organizations devoted to economic development, higher education, housing, jobs, healthcare, and housing. Each was featured in the digital and traditional media mentioned below, which each talking about how SARTA impacts their ability to create a positive impact.

The third quarter was devoted exclusively to riders, letting them tell their own stories in their own words — many who could not otherwise get to their workplace, school, doctor’s appointments, or stores without SARTA’s valuable service. As SARTA’s digital agency of record, Innis Maggiore was proud to record and deploy heartwarming proof of the value brought to the community by SARTA through video, audio, and written storytelling.

We then continued our anniversary collaboration with the client to bring the Happy SARTAversary to the general public through a series of in-person events (a trolley, Halloween, holiday lights, and asking the public, “What’s next for SARTA?”) a comprehensive campaign comprised of the type of digital and traditional media as above, plus both a sweepstakes and a contest that were announced and promoted on social media and audio, leading to dedicated landing pages to enter the sweeps and contest.

Services for this “SARTA two-five” campaign touched virtually every aspect of our digital agency, including strategy, creative concepting, design/layout, social posting, promotion and contest management, and community relations management.

The campaign won a first-place award at the national Adwheel Awards Competition (their third year in a row). We helped the client monitor metrics such as social media engagement, click rates, and landing page entries, all of which experienced healthy enhancements. Highlights included a paid ad click-through rate of 1.63% (compared to the industry standard of 0.9%); using boosted ads to increase clicks and reach 157,098 more people during the rider quarter; strong digital ad and Facebook results for “SARTA Spooktacular” and “Holly Trolley”, along with a 2.65% CTR for “Holiday Lights Night-on-the-Town.” 

For over 40 years, the Harris Battery Company has been a distributor of conventional flooded and AGM batteries to retail, OEMs, aftermarket, and others. They came to Innis Maggiore to help them target two lithium-based applications for significant growth opportunities.

In only a few months, Innis Maggiore created two new hero brands for the client, Harris Solaris™ and EnerGenie™. We recommended separate, dedicated brands for their higher-margin lithium products, treated as if CPG brands. This would give the new products the attention appropriate for their importance and allow us to market separate industries to discrete targets.

Innis Maggiore created memorable “personalities” to stand out from the typical B2B and industrial marketing. The residential brand is Harris Solaris and the vehicle brand is EnerGenie.

Both websites are bold and hard hitting, with tone and content using a populist appeal that shows that people can take control of their energy needs with these new technologies. The hero panels on each utilizes a variety of CSS tactics to create a custom experience for our client.

Innis Maggiore, with a special reliance on our digital agency team, created a sophisticated targeted digital marketing and direct marketing program to focus on specific audiences with efficiency and trackability. Our primary audience is upfitters (companies that customize vans and other vehicles to meet the unique needs of their RV, food truck, mobile pet groomers/vets, mobile beauty salons, and mobile healthcare customers).

A multi-touch email campaign made the case for EnerGenie™ in a problem/solution format; Google Ads were based on relevant keywords to each application, as well as geography; an SEO campaign used data mining to capture information on 74 food truck installers; and an audio streaming component included a general version (“Diesel IS a Disaster!”) to encourage the replacement of gas-guzzling diesel generators with EnerGenie™, along with content-specific versions targeting the RV, food truck, and pet groomer markets; all of this was bolstered with retargeting ads.

Our crusade, telling prospects that “Power is Freedom” may hit next with a direct mail kit featuring an EnerGenie™ branded chef’s apron as a marketing premium to reach presidents, owners, founders, and additional roles at food truck upfitters.

Midwest uses chemistry to make our planet better. They solve complex problems to control dust and erosion, stabilize soil, or overcome icy conditions with their own Earth-conscious solutions for out-of-the-way runways, roads for indigenous people, and industries like mining, construction, iron and steel.

Renowned for their disciplined devotion to doing one thing and doing it better than anyone else, the folks at Midwest pioneered the dust control/soil stabilization category nearly 50 years ago by inventing formulations and applications to protect health and safety, stabilize driving and landing surfaces, and make it easier to reach remote locations.

Midwest is also a positionist’s dream. As America’s #1 Positioning Ad Agency, Innis Maggiore can appreciate their disciplined devotion to doing one thing and doing it better than anyone else — yet not being limited by that singularity.

They live for dust control. Talk about specializing! Fortunately, we’re not afraid to roll around in the “dust” of an industry to learn about and build the tools that clients need to achieve success.

Innis Maggiore collaborated with Midwest to create a huge website that’s actually a collection of market-specific sites. The hero panel on Midwest’s home page communicates to the user the vast number of industries Midwest services and does so with a complex combination of video with overlayed animation.

Our digital agency marketing efforts included an optimization of Google Ads and organic search, along with ongoing content marketing, CRM, email and social marketing, and marketing automation to engineer the path from ad campaigns to lead management.

As an example of a mobilized effort to target a key application, Innis Maggiore worked with Midwest to raise the profile of its underground mining market. A news release was distributed via PR Newswire and West/South Wire, resulting in 97 pickups that included Yahoo! Finance, MarketWatch, Engineering & Mining Journal, Global Mining Review, Mining Magazine, and World Coal. A total potential audience of 105 million for pick-up results by medium breaking down as 36.1% for newspaper, 26.8% online, 17.5% broadcast, 8.2% financial, 3.1% news and information, and 8.2% other.

Our web analytics showed a 125% increase in Underground Mine pageviews, four referrals from PRNewswire.com, and four entrances to the MineKleen news release page. One exciting addition to the page was a 360° 3-dimensional rotating image, built specifically for this page, that dramatizes the unique features of Midwest’s own underground mining application equipment.

Other aspects of this initiative from our digital agency and public relations experts were a feature article and interview in the leading underground mining journal, downloadable collateral, market-specific advertising, a blog, and a social media campaign on LinkedIn.

We uploaded the client’s current customer list to LinkedIn to create a lookalike audience based on user traits (job titles, skill sets, etc.), while LinkedIn Sponsored Messaging allows an advertiser to InMail (LinkedIn’s email) a user, for which initial results showed an open rate of 39.8%.

The Pro Football Hall of Fame Village is a huge undertaking and investment, the creation of a travel destination next to Canton’s Pro Football Hall of Fame. The venue is transitioning from the initial planning and sponsorship search to construction, which necessitates that the organization show progress to current and future investors, making that a major part of the Hall of Fame Village annual report.

The area’s most significant expansion project will eventually combine a football theme park, gaming arena, and augmented reality play areas with a new hotel, healthcare facility for former players, business center for excellence, along with shops, restaurants, and more.

This dynamic showcase for excellence and performance, a new tourist destination for fans and family, deserves a dynamic way to present their progress and vision for the future. It’s interactive, using chapters to allow users to navigate the vast content conveniently at their pleasure. Innis Maggiore created an interactive, web-based digital annual report to wow investors and the media — an effort that earned multiple awards as well as continuing our relationship in the role of their digital agency for a second year to create their annual symbol of success.

Planned Financial Services is an independent wealth advisory firm near Cleveland that was founded in 1994. They came to Innis Maggiore with an ambitious goal to double its size by increasing assets under management (AUM) by 15% for the next 5 years.

As America’s #1 Positioning Ad Agency, Innis Maggiore recommended our proprietary Appreciative Discovery^® process to develop a clearly differentiated position valued by high-net-worth individuals. We advised the advisors to think differently about wealth and fully embody a concept they were already using as part of their client discussions. It’s called the “Return on Life” philosophy, one which examines a client’s need on a more holistic basis rather than a mere financial analysis.

In order to create a clear contrast between Planned Financial Services and its competitors, we aimed to focus on what matters to clients/prospects beyond money. Besides, since the firm was already living Return on Life, it made sense that they should wear it as their new name and new brand. Thus, Return on Life® Wealth Partners was born.

We then summarized Return on Life’s contrast with all others by repositioning their competition as ordinary as summarized by the key lines: “They look at your MONEY. We look at your LIFE.”

A full rebranding effort included logo design and identity; print and digital advertising with the leading business publication; digital ads and digital presentations; email newsletters; a new podcast; along with digital letterhead, collateral, and signage for in-person events and presentations.

Part of our creative strategy for new client acquisition was to use founder and president Frank Fantozzi as spokesperson in a form of brand personification to connect with prospects and humanize the brand. After all, a personal story is best told personally, demonstrated most dramatically in a TV spot in which Frank directly addressed the camera to explain the sharp contrast between Return on Life Wealth Partners and other financial services firms.

Our design, public relations, media, and digital agency experts created and deployed the new brand in an accelerated fashion. A landing page, which is intended to expand and replace the current website, was made the recipient of all marketing elements. 

The page was custom-built using the SilverStripe PHP Framework and CMS in tandem with the SS Component Module, allowing it to be built with drag and drop components. Our development team used standard web stack (HTML, CSS, JS), Bootstrap 5 library for some design/UX/nav features, and AOS Javascript library to create animations on scroll, all resulting in a cost-effective and scalable landing page that can easily be expanded into the full site replacement.

With the name change being announced, all social handles (Facebook, LinkedIn, and X) needed to be updated. Research was done to find available handles that included Return on Life Wealth Partners, and all social platforms were updated with new graphics and information.

Our social strategy was implemented and a content calendar was created to help ensure message consistency and maximum effectiveness across all social channels. The Innis Maggiore digital media team set up pixels and analytics tracking for the new landing page.

Additionally, previous Google Ad Search campaigns were updated, and a new Google Ads account was created to reflect the new brand. Further digital agency efforts included connected TV and streaming audio campaigns. A press release about the news targeted both the finance industry and national publications, reaching an audience of 17.7 million people via 71 mentions to generate $457,567 in publicity.