EVAPCO heats up its brand to reconnect with engineers and contractors.
2015 Star Award for Brand Identitiy — Construction Marketing Association
EVAPCO is the global innovator in heat transfer solutions, including commercial HVAC and industrial refrigeration. But when a pricing survey revealed that customers viewed the company as just the opposite—the non-innovator, the generic option, the “Wal-Mart” of the industry—they turned to Devaney & Associates for help.
Based on internal and market research, we crafted a new brand position and tagline—EVAPCO for Life—to capture the fiercely loyal culture of both the company and its audience of engineers and contractors who value relationships above all else.
We developed and executed a comprehensive marketing communications plan to reintroduce the brand to the industry. The plan started with an internal communications strategy led by the company’s president to ensure employee buy-in.
All product catalogs and collateral were revamped to create one consistent brand message and look.
New image campaigns and product ads reintroduced the EVAPCO name to readers of all the industry’s biggest trade publications.
After years off the tradeshow circuit, EVAPCO came back to the scene with new, large-scale displays; pre- and post-show email marketing and print advertising; interviews with on-site trade press and more.
We also built a news bureau to position EVAPCO as a thought leader to the trade media, securing major coverage in top vertical publications.
In the end, the new brand had been adopted internationally and rolled out globally—all in less than six months.