North Atlantic; A-Z from Design to Marketing Strategy
Our story starts with Jeff Burton, the Marketing Manager at North Atlantic. He was in search of a versatile agency that could handle everything from A to Z and collaborate closely with his team. In 2016, Jeff chose Upstream as North Atlantic’s agency of record. He initially sought assistance in competing against major players in the home heating market. Consumer research indicated that simplicity and accessibility were the top priorities for home heat customers. The strategy focused on a targeted advertising campaign that showcased North Atlantic’s local presence and easy service access via direct mail and Google AdWords. We also complemented this with radio spots and programmatic display ads that highlighted North Atlantic’s competitive pricing. Within a year, North Atlantic saw an 84% increase in new home heat propane accounts on the West Coast when comparing the third quarter of 2016 to the same period in 2017. When Jeff mentioned A-Z, he truly meant it. At his request, we designed door hangers and business cards, created NASCAR promotions, booklet advertisements, LinkedIn icons, GUZZ’L flavor identities, holiday cards, tire inflator decals, newsletters, online videos, and quickly revamped fuel truck designs, cup logos, calendars, tourist maps, placemat advertisements, coffee cards, and print ads, among other projects. The key takeaway is that Jeff required an agency willing to engage fully in a long-term effort to completely transform North Atlantic’s marketing and communications, and that’s exactly what we are delivering.