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WILLIAMS COMFORT AIR

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Currently (2024) I work as the Chief Production Officer at Williams Comfort Air in Indianapolis. In my time there I've created and scaled a video production department for this tri-state plumbing and HVAC company ($100 mil. annual revenue) which has five different brands. I serve as Creative Director and Producer to establish Williams as a leading emotional brand with cinematic storytelling and reduce seasonal sales fluctuation through strategic content. Operating this department I've concepted, developed, and executed over 100 video campaigns for the company's Television; Public Relations; Social Media; Sales; and Website Managers. While each campaign utilized different strategies, messaging tactics, and distribution platforms to drive the specific results these managers needed at the moment, I always prioritized cinematic, storytelling to enhance brand.

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ENJOY

TELEVISION COMMERCIALS

I developed and produced several series of commercial campaigns for the company's Television Media Manager that took an emotional approach to win over homeowners. They worked to build the trust, warmth, and the dedication to service that Williams wanted to be associated with. Spots aired across Indianapolis; Louisville; Cincinnati; Columbus; and Dayton markets in :15, :30, and :60-second formats. Here are a few of them! I am most proud of the commercial I created that announced the company's expansion into Dayton, OH.

CORPORATE PARTNERSHIPS & PR

I developed a few campaigns for the company's Public Relations Manager to promote and help solidify Williams' key sponsorship partners. These campaigns leaned into a more fun, "team-up" style to cross-promote both brands simultaneously to the other's following. Here are a couple of the concepts I created in this style as part of a campaign for Williams' partnership with Indianapolis' Men's soccer team - The Indy 11. I also handled core PR business updates such as announcing the launch of a new electrical division for the company

SOCIAL MEDIA CAMPAIGNS - SEASONAL CONTENT

I developed and produced monthly video content for the company's Social Media Manager that humanized the company to homeowners. I centered content around seasonal holidays and trends to keep content engaging, relatable, and shareable (aka boost engagement.) I focused on a style that took a more relaxed, behind the scenes look at the company's employees and put them in situations with fun cinematic twists. Here are a few of the best!

SOCIAL MEDIA CAMPAIGNS - WEEKLY SERIES

I also developed a short-form educational series for the Social Media Manager to consistently boost engagement. The challenge was to create a high video volume series that could be released on a predictable, consistent schedule for homeowners for relatively low-production costs that they would actually engage with. To meet this ask I landed on a weekly segment called "Tech Tip Tuesdays" where a technician or member of the sales team would give a quick :30 second tip on an HVAC; Plumbing; or Electrical concept, while also tying in an entertaining TikTok video of a "service fail." This shorter, series-based format was wildly successful with average organic views per video skyrocketing from 200 to over 2,000 in the first month that this concept was rolled out.

TECHNICAL TRAINING CAMPAIGNS

I developed and produced video content campaigns for the Human Resources Department of Williams' parent company, Wrench Group. Wrench is a nation-wide, private equity-owned, HVAC and Plumbing conglomerate which holds 28 unique brands across the U.S. They needed a series that focused on training sales employees on best practices through simulated example scenarios, and approached me to direct; produce; and film it because of my experience relative to my counter-parts across the 27 other companies they owned. They ended up flying a team in from Atlanta and Miami so I could guide them through the process locally in Indianapolis. I enjoyed creating some longer format content for them, and here are a couple of those training modules!

EMAIL BLAST CAMPAIGNS

To leverage Williams' large base of existing customers, I created several types of videos that were used in blast email communication. For the monthly external newsletter, I created a segment where technicians would answer questions submitted by homeowners over the course of the previous month. On weeks where the volume of booked jobs was down for a specific department, or when severe weather was incoming, I created a series of canned videos that could be emailed out promoting both weather awareness and current monthly discounts that Williams was offering. The Sump Pump video I included below drove over $70,000 in revenue in a 7 day-span using this tactic.

WEBSITE CAMPAIGNS

I developed and produced "Explainer" video campaigns for the company's Website and SEO Manager that focused on answering FAQ's and educating homeowners to better guide them through the sales process. On top of answering customer questions; increasing website engagement; and driving sales, these videos had the secondary impact of improving page quality scores and index rankings so Williams would appear in organic search results more consistently over competitors. I also developed video content to optimize the company's Google Business Profiles in the same way. Several campaigns, like the "Customer Journey" and "How to" series were also sent to clients via Williams' text messaging service, to level-set clients' expectations before different stages of the sales; maintenance; or repair service processes. Here's a few videos from each of these campaigns!

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