Heating and air conditioning systems are often taken for granted until they break down. O’Brien Service Company hoped to bring some attention to these important comfort tools, and turned to the Business Journal and WILMA magazine for help.

About O’Brien Service Company: 

Founded in 1981, O’Brien Service Company works on both residential and commercial heating and air conditioning systems and is a certified Trane Comfort Specialist. The company’s technicians handle complex repairs and installations, and provide advice on the benefits of regular maintenance.

Business Challenge: 

O’Brien Service Company wanted to teach consumers about the importance of maintaining their heating and air conditioning systems, said Meredith Rutledge, the company’s marketing director. “Most people don’t think about their systems until they break and they don’t have air conditioning in the summer or heat in the winter,” she said.

The company also wanted consumers to know about newer technologies, such as zone-control and programmable thermostats, which can make their homes more comfortable all year long and potentially lower their energy bills.

What the Business Journal/WILMA magazine did to address the challenge:

O’Brien Service Company became a WILMA Insights contributor in 2014. The WILMA Insights format gave the company an opportunity to communicate its messages directly to consumers through content marketing.

“This educates the customer on matters we want them to learn more about, and also lets them know that we’re a resource for them,” Rutledge said.

O’Brien Service Company also has taken part in several events, such as the WilmingtonBiz Expo, which provided opportunities for company representatives to meet customers face-to-face.

The Results: 

The company has received calls from new customers as a direct result of reading the company’s WILMA Insights. For example, an article entitled “What is a Zone-Control System?” led to a call from a WILMA reader who thought her home could benefit from such a system.

“We also took part in the WilmingtonBiz Expo,” Rutledge said. “There we were able to directly answer customers’ questions and concerns.”

If you want to share your experience about how advertising with us has helped your business or organization, please email Melissa Pressley at [email protected].