Distinctive ads, targeted media and powerful offer boost business

FloHawks Plumbing and Septic knew that me-too Yellow Page ads touting the same services as the competition was no way to increase business. It was time to try a new approach.

Research identified key differentiator
Using a combination of surveys and focus groups, JayRay identified the message that set FloHawks apart and got customers’ attention: no extra charge for emergencies. Next came developing the brand visually to separate FloHawks from the competition. JayRay created a bold new logo and applied it to company trucks and uniforms.

Advertising efficiency, effectiveness
Yellow Pages ads were reduced and simplified to allow white space that helped the FloHawks’ name and message pop off the page. And JayRay created two television commercials and negotiated a cable buy to expand FloHawks’ reach across multiple markets.

Calls increased and business soared
The results were buoyant for FloHawks. Volumes at the company’s call center increased significantly and business has increased steadily. FloHawks saw far more effective use of its marketing budget and one of the new TV spots took silver in the International Summit Awards.

Branding; advertising; graphic design