Livingston Heating & Air is a heating and air conditioning service in Smiths Station for both residential and commercial clients. Established in 1996 by Mike Livingston, this company has built its trademark of providing quality service with integrity and a personalized focus, which has continued under the leadership of his son, Jacob. While most of their marketing to date has utilized social media, most of their business is drawn from client reviews and word of mouth. Until recently, marketing efforts were focused on client retention – as the size of the company was restricted to Mike and a few other technicians. Now, Livingston seeks to expand their reach, specifically in the Smiths Station area. After speaking with Jacob about his vision for Livingston and their overall goals, we were able to develop some general goals for this project based on their needs.

Upon examining their current tactics, I’ve decided to assist in the development of a campaign that focuses on Livingston’s most important assets: 1) their customers and 2) their company culture. Both are what set Livingston apart from other local HVAC companies; as their focus is built from the inside out of customer focused service. Regardless of whether it is the families they serve or the technicians who take the time to address customer concerns, Livingston puts people first, and this factor is what supports their values of trust, commitment, and family. The suggested campaign: “Comfort through and through”, plays on their existing tagline while also highlighting how Livingston’s level of service and commitment to its current customers, employees, and prospective customers is carried out prior to, during and after their service calls.

Livingston had 150 raffle entries for the customer appreciation event. The in-person attendance for the event hosted 70 people, including a few customers who left more Google Reviews. The Livingstons were able to form new relationships with potential clients in the Smiths Station area who came to the event as well. I was able to get photos and footage at the event and compiled a thank you video from the team for the marketing manager to use on social media. The raffle winners were selected on Friday, and now Livingston also has a pool of potential clients who may need an updated service.