Denise joined Vastola as their Marketing Manager to establish and lead its new marketing department. She developed best practices, streamlined processes, and collaborated with the sales team to create efficient systems for tracking campaign analytics and effectiveness.
As she integrated the department into daily operations, Denise managed all marketing efforts across various public platforms, overseeing strategy, budgeting, and analysis. Despite Vastola’s 75-year presence, previous marketing lacked direction and data-driven results. Starting from scratch, Denise focused on cleaning up the brand image, establishing consistent messaging, and refining strategies based on trends and performance data.
Logo Before & After
General Brochure Before:
General Brochure After:
Premier Program Brochure Before:
Premier Program Brochure After:
Current Website Touch-up
While Denise and her Website Development Team (shout out to Mason Digital) focused on building an entirely new company website, she made updates to improve the existing site in the meantime. Her branding efforts are centered around conveying an essence of trust, comfort, and care. Before Denise's involvement, the website's banners were particularly dark, evoking the feeling of "a stormy day". Knowing that first impressions are crucial, Denise redesigned the banners to be lighter, more engaging, and inviting—creating a welcoming experience for visitors from the moment they land on the site.
Vastola's website redesign launched on November 7th, 2024.
Denise provided all user experience direction, written content, web graphics, on-site photos, photoshopped images, and sourced intentionally chosen stock photos.
www.vastolaheating.com
Denise provided all user experience direction, written content, web graphics, on-site photos, photoshopped images, and sourced intentionally chosen stock photos.
www.vastolaheating.com
Web Graphic
Illustrations
Print Promotion Designs
Photoshop Before & Afters
The goal of these photoshopped images was to "clean them up" while offering the viewer an authentic visual explanation of the service they are viewing and researching.
Before & After, promoting an installed snowmelt system:
Before & After, showcasing a furnace Installation:
Before & After, furnace clean & tune
Before & After, during snowmelt system installation & landscaping project
Logo Variations
Social Media Graphics
Denise’s social media strategy focused on building trust, comfort, and care, rather than being purely sales-driven. By consistently sharing fun, informative posts and featuring the Vastola team, she humanized the brand, making customer interactions feel familiar and approachable.
A key element was showcasing staff photos, adding a personal touch to the brand. While many HVAC companies use mascots, Denise took a creative approach by personifying HVAC devices, like air conditioners, in fun and memorable ways. The goal was to evoke positive emotions, reinforcing the brand’s values.
As a result, her content and paid ad strategies led to audience growth, increased reach, more website clicks, and more phone inquiries. Posting consistency also improved algorithm performance, boosting visibility.
Note: This overview highlights key points of Denise's strategy; full details remain confidential to protect proprietary information.
