In 2008, the association was faced with a growing negative national misperception of air duct cleaning as being both an unnecessary expense and an unscrupulous profession. While NADCA has created rigorous air duct-cleaning standards that have been adopted by its members and endorsed by the Environmental Protection Agency (EPA), many independent non-NADCA member air duct cleaners have not complied with these standards, further fueling this national misperception.
In September of 2008, starrconstand was retained by NADCA to address this issue and help drive business inquiries to its member companies. The team began with an in-depth analysis of NADCA’s brand assets, revealing significant yet unpublicized endorsements by a host of industry and government organizations along with recommendations to “make sure your technician follows the NADCA standard” when considering air duct cleaning. Starrconstand used this third-party credibility to form the foundation of NADCA’s brand essence as the “trusted authority in air duct cleaning,” and launched a consumer education strategy in October designed to promote NADCA’s hard-earned status in this regard and drive website traffic to the NADCA member locator page.
The strategy included regularly scheduled news releases distributed through traditional and web-based media outlets as well as direct story pitching to key consumer and trade publications on the benefits of residential and commercial HVAC inspection, maintenance, and cleaning while at all times sourcing the EPA’s website recommendation of NADCA’s cleaning standards. Marketing tool kits were also assembled and distributed to all NADCA member organizations containing specific instructions on how to leverage their NADCA affiliation in their respective markets; press release templates to use in promoting new member affiliations, certifications and awards received, and business expansion; tips in dealing with the media; and digital images of the NADCA logo to be prominently displayed on all storefronts and vehicles.
Results to date have been dramatic. Within six months of the launch of the communications initiative, NADCA's Web site was experiencing more than double the average number of unique visitors per week than it had over the previous two years. Most importantly for its members, NADCA's "Find a NADCA contractor near you" page enjoyed a 60% increase in visits over the previous year, helping NADCA fulfill its mission of generating business referrals for its members.
In September of 2008, starrconstand was retained by NADCA to address this issue and help drive business inquiries to its member companies. The team began with an in-depth analysis of NADCA’s brand assets, revealing significant yet unpublicized endorsements by a host of industry and government organizations along with recommendations to “make sure your technician follows the NADCA standard” when considering air duct cleaning. Starrconstand used this third-party credibility to form the foundation of NADCA’s brand essence as the “trusted authority in air duct cleaning,” and launched a consumer education strategy in October designed to promote NADCA’s hard-earned status in this regard and drive website traffic to the NADCA member locator page.
The strategy included regularly scheduled news releases distributed through traditional and web-based media outlets as well as direct story pitching to key consumer and trade publications on the benefits of residential and commercial HVAC inspection, maintenance, and cleaning while at all times sourcing the EPA’s website recommendation of NADCA’s cleaning standards. Marketing tool kits were also assembled and distributed to all NADCA member organizations containing specific instructions on how to leverage their NADCA affiliation in their respective markets; press release templates to use in promoting new member affiliations, certifications and awards received, and business expansion; tips in dealing with the media; and digital images of the NADCA logo to be prominently displayed on all storefronts and vehicles.
Results to date have been dramatic. Within six months of the launch of the communications initiative, NADCA's Web site was experiencing more than double the average number of unique visitors per week than it had over the previous two years. Most importantly for its members, NADCA's "Find a NADCA contractor near you" page enjoyed a 60% increase in visits over the previous year, helping NADCA fulfill its mission of generating business referrals for its members.
The National Air Duct Cleaners Association (NADCA) was formed in 1989 as a non-profit association of companies engaged in the cleaning of HVAC systems. Its mission was to promote source removal as the only acceptable method of cleaning and to establish industry standards for the association. NADCA has expanded its mission to include the representation of qualified companies engaged in the assessment, cleaning, and restoration of HVAC systems, and to assist its members in providing high quality service to their customers.
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