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Berkeys

Berkeys brought in MediaPOP to fine-tune their marketing strategy. We began by overhauling the existing Universal Protection Plan. The UPP had been a key driver of the business, but it wasn’t living up to its full potential.

BAM – It’s Marketing!

The new plan was more than a service agreement, and more than an insurance policy. It was unique retail product we branded as the BAM Plan. BAM stands for Berkeys Automatic Maintenance. ‘Automatic’ became the central theme to all our marketing efforts.

Building the Case for BAM

We developed an entire campaign around the key feature of the BAM Plan – three tune-ups (A/C, Heating & Plumbing), On all systems (No matter how many you have), For one low price – $99. The average customer had over three A/C systems. With other companies charging $79 per system, it was easy for customers to see that the BAM Plan paid for itself with the first A/C tune-up!

This full page magazine ad was the first in the print campaign. It served to introduce readers to the brand. As the campaign developed, we delved into other features of the plan such as preferred pricing and automatic scheduling. The campaign integrated collateral POS pieces, direct mail, social media, video and web marketing.

Branding the BAM

This television commercial was an instrumental part of the branding campaign we developed for the BAM Plan. As with the entire campaign, the goal was to reduce the message to the simple, “Three tune-ups, on All Systems, for One Low Price.”

Beyond BAM

We produced this commercial to help promote a new service Berkeys was offering, the Energy Audit. The idea was also to reinforce the sense of cleanliness and professionalism of the technicians they employ.