Content strategy

Audience insights | Content architecture | Performance optimization

The booster heater parts campaign

Role: Content Strategist / Copywriter

The Nudyne Group is a family of companies that expertly provide standard and customized water heating solutions for almost any application.

Hubbell booster heater parts sales were leaking margin to wholesalers. We needed to win that business back by selling direct. The challenge: change purchasing habits and demonstrate a rapid ROI. Could we prove that customers would change purchasing behavior if given the right incentives?
I built a multi-channel campaign that kept the ecommerce option in front of buyers at every touchpoint:
Social + Email
Announced the launch and reinforced the value prop: discounted pricing and quicker shipping when buying direct.
Paid Search / Google Shopping
Captured intent at the point of need, pulling in high-converting traffic.
Blog Content
Positioned direct purchase as a smarter and faster way of getting what buyers need for a repair job.
Sales Enablement
Our sales and tech teams were trained to steer customers toward the website. Automations reinforced the message, with a promotional line in phone scripts and a shopping link in forms.
Targeting foodservice buyer groups, the campaign positioned direct buying as a win-win: customers saved with discounts and got their parts fast.
- We achieved a 23% average returning customer rate and recouped our investment within the first six months.
- Regained revenue previously lost to wholesalers
- Streamlined parts purchasing for INDEX members with discounts + shipping savings
- Created a content framework when we pivot full booster heater units to ecommerce