Using TV advertising to strengthen brand recognition
Broadley’s Plumbing, Heating & Air Conditioning is a family‑owned and operated energy services company that has served New Jersey’s Atlantic counties since 1911. The Broadley’s team takes pride in delivering exceptional customer service and high‑quality performance for both residential and commercial clients.
The team partnered with Comcast Advertising to build a multiscreen advertising campaign that would help generate awareness, attract new customers, and strengthen Broadley’s brand identity.
Financial and reputational benefits with co-op advertising
Before we developed the company’s multiscreen campaign, the Broadley’s team explored co-op advertising opportunities among its own partnerships with major national brands. Fortunately, Broadley’s was able to leverage co-op programs with both Bryant Heating & Cooling Systems and Mitsubishi Heating & Air Conditioning. Beyond the financial benefits, these co-op partnerships helped add credibility to the company’s messaging.
First-party data builds smarter campaigns
Broadley’s knew it wanted to target homeowners and those planning home improvements, but the team needed data to reach these audiences more precisely. Comcast Advertising used both first-party subscriber viewership data and third-party insights to identify the networks and content these households were most likely to watch.
Based on Broadley’s service area and these data insights, the team delivered 30-second commercials in Cape May and New Jersey’s Atlantic counties on popular networks such as HGTV, ESPN, Fox News, and Hallmark. For Broadley’s streaming campaign, Comcast Advertising placed the brand in popular platforms like Xfinity On Demand and Pluto TV, helping gain thousands of additional impressions.
Driving engagement beyond the TV screen
After launching this campaign, Broadley’s saw tremendous success across the business. Not only did the company receive multiple direct leads mentioning the TV commercials specifically, but Broadley’s also saw a large increase in website traffic. In fact, the team reported a +1,540% increase in organic website traffic year-over-year.