One of the unique values of working with VIA Studio is our ability to manage and integrate brand, marketing strategy, and digital seamlessly. You'll see this reflected in our work with our most valued clients, such as WARE.

In late Summer 2020, we began a partnership with WARE Inc., a commercial & industrial boiler rental and service company specializing in sales, rentals, service, parts, and boiler training. WARE was looking for a partner with strong digital skills and enthusiasm to match theirs. WARE was already a well-oiled machine with a digital marketing ecosystem that included their 

, ongoing digital campaigns, a CRM system that needed to be migrated, and a list of work they wanted to get started on as quickly as possible.

One of the first tasks we undertook after beginning our partnership was an extensive audit of WARE’s ongoing paid search campaigns. We immediately took stock of what was working well and should continue, what needed to be updated to improve performance, and collaborated with WARE on creating campaigns to take advantage of uncovered areas of opportunity.

With the audit complete, the first campaigns we set up on behalf of WARE was a boiler rental campaign that targeted users in Texas and surrounding areas. This campaign had an immediate impact as shortly after it was launched, the February 2021 blizzard in Texas knocked numerous plants and facilities offline, and WARE was able to help these areas with fast and efficient boiler rental services.

VIA Studio also launched campaigns to support WARE’s boiler room parts and supplies website 

A product-specific campaign to promote their introduction of Armstrong traps 

A general awareness display campaign promoting the website to boiler technicians, plant and facility operators, and others in boiler and boiler-adjacent fields.

Along with the digital marketing campaigns, we quickly got to work making a slew of enhancements to 

. After completing a thorough analytics and user experience (UX) audit, we discovered that site search was how most users were navigating the site and making purchases. Leveraging a predictive search service, 

, we enhanced the site search experience to make it predictive - making the search far faster and more functional.

Lastly, we developed product wishlists for BoilerWAREhouse.com so boiler technicians can easily keep track of products they regularly purchase but perhaps not at regular intervals. These product wishlists can be set up for specific boiler rooms they work on, products specific to a piece of equipment, or however the purchasing technician needs to keep track of their supplies.

A vital part of every website enhancement implemented on BoilerWAREhouse.com are user experience considerations. Each update was planned and executed with user experience front of mind for our design team, in collaboration with the VIA strategy and dev teams. User flows, barriers to conversion, and web design best practices were at the forefront of every update. 

Whenever possible, user data from Google Analytics and 

, an all-in-one conversion optimization suite, was leveraged to ensure we were informing our decisions with user data.


Customer Relationship Management (CRM) Services

When we began our partnership with WARE, they were using 

 as their Customer Relationship Management (CRM) platform but asked for our help to migrate to a new platform, 

. In conjunction with WARE’s internal team, we migrated their customer and lead data, set up lead services for their various website forms, QA the new service, and wind down their use of HubSpot.

With their data and services migrated to their new CRM service, we got to work setting up visual workflows for their various lead forms to make sure that users were receiving proper automated email follow-ups, our and being informed about additional, relevant services from WARE.

Similar to the visual workflows, we also created a cart abandonment email workflow for BoilerWAREhouse users. These cart abandonment emails remind users of products that have been left in their carts and encourage them to return to the website to complete their purchase. These cart abandonment emails can also include promo codes in the future to further entice users to complete purchases.

With general workflows in place, VIA Studio is now working with WARE to leverage personas and customized workflows to ensure that all automated communication from WARE is relevant to the user, their role, and their needs. These workflows based on personas will offer an even greater level of personalized content and customization.

In addition to our technical services like website updates and CRM management, we are thrilled to have opportunities to flex our creative muscles with WARE and assist them with content generation for various marketing needs.

One of the first tasks we undertook for the WAREInc.com website was managing 

 and creating content for it. We started with an audit of their current blog articles to determine what content resonated most with their audience and recorded the most engagement. We also reviewed WARE’s YouTube channel, 

, for inspiration as well. We ultimately agreed to a blog publishing frequency of 2 articles per month with all new content and custom imagery.

We develop social media content calendars on a monthly interval to ensure WARE is always active on their various social media platforms. This content includes the promotion of services, blog content, and observations of holidays and staff achievements.

Another content generation project that we launched at the start of this year, a quarterly email newsletter. This newsletter ensures the latest WARE news, services, and promotions are regularly delivered directly to subscribers’ inboxes. Given the amount of content generated each quarter on behalf of WARE, it often acts as an overview of some “in case you missed it” pieces, with a couple of new elements developed specifically for the newsletter.

A year into our relationship with WARE and our partnership has been even more fruitful than either party could have anticipated. WARE’s strong desire for a truly collaborative partner who can not only accomplish their ongoing work but be bringing them new and exciting ideas to execute has kept the WARE account team on their toes, but to be honest, we wouldn’t have it any other way!

And if you think we're just blowing steam, take our client's word for it!

"After several marketing firms and many missed deadlines, we have finally found someone that is both creative, technical and on time. Working with VIA has been a breath of fresh air as their guidance, new ideas, organization, technical ability and customer service has been exactly what we have been looking for. We are excited for the future to keep dreaming and planning with their team. Finally our success is in partnership with a firm that gets it."

- Ritchie Ware, WARE Inc. Sales & Marketing/Chairman


B2B Marketing

Content Strategy

Marketing Campaigns

WARE + VIA Studio: A Partnership that can Handle the Pressure

Like the NCAA tournament returning to CBS and our homes, we returned with another food beverage knockout tournament of our own! After crowning breakfast burritos as the champions of breakfast food last year, we wanted to settle once and for all which beverage was our social media audience’s champagnion!

 breakfast food tournament, VIA Studio wanted to celebrate March Madness’s return this year with an updated take on the tournament. After internal discussions surrounding a new tournament theme, we ultimately decided on doing a beverage theme for 2021. Sixty-four beverages were selected to represent four different regions; Soda, Beer, Cocktails, and Wild Card.

Internal polling was conducted to determine the seeding of the beverages and new branding was created for this year’s edition of the tournament.

With a theme selected and assets developed it was time to promote the event. For our existing social media audience, teaser story posts were published on our 

 profiles soliciting guesses about this year’s theme.

Finally, a week before the tournament sipped off, this year’s theme was announced on social. Immediately afterward, an announcement email was deployed to our eNewsletter audience, directing users to follow us on social to participate and to read the case study for the 2020 Parched Madness tournament.

For the actual execution of Parched Madness, we generally followed the same format we had created with Starch Madness. When the tournament kicked off, Facebook and Instagram stories with polls were published to allow the VIA Studio social audience to vote on the winner for each matchup. The winner of each round moved on to the next round, while the losers were poured out.

One wrinkle in the campaign that was not experienced last year was the event of a tie. In the round of 32, two matchups resulted in a tie; Dr. Pepper v. Ale 8 and Saison v. Belgian Tripel. The design team quickly whipped up tiebreaker graphics, an announcement was made via Facebook and Instagram stories, and a tiebreak round was conducted, with Dr. Pepper and Belgian Tripel emerging from the tiebreak victorious.

Ultimately after four rounds of voting and the elimination of 60 beverages, just four remained; Coke, Pale Ale, Margarita, and Water.

After Coke spilled the Pale Ale and Margarita chugged Water, we were left with our finals matchup. Coke versus Margarita. With the ultimate Champagnion, Margarita, being announced the morning of the Men’s NCAA Tournament Championship.

Over the course of Parched Madness, 5,056 story poll votes were recorded, 423 of which went to the ultimate Champagnion Margarita. Impressions for VIA Studio Facebook and Instagram profiles increased +9% compared to the previous period. Meanwhile, the overall audience for the two profiles increased by +1%.

The overwhelming majority of Parched Madness engagement happened on Instagram. With Facebook story polls receiving less than 2% of the overall vote.

On Instagram, impressions for the VIA Studio profile increased +19%, engagements increased +48%, and engagement rate for the channel increased +24% for the duration of the Parched Madness campaign.

However, total votes for Parched Madness fell short of the benchmark set by Starch Madness last year. Parched Madness’s total votes were just 83% of the total set last year. However, the dropoff in engagement could be due to Starch Madness running during the beginning of the Covid-19 pandemic lockdown when many users had more time to spend on their phones.

 exercise that allows VIA Studio to offer an engaging event for our audience. In the meantime, let’s all lift our Margaritas in celebration!

Social Media & Audience Development

Graphic Design

Parched Madness 2021 Recap

Web Design

Custom Dev

Frontend Development

User Experience

Ecommerce

Stave & Thief Society

Photography

Art Direction

Mr. Boston

Content strategy is the delicate art of deciding what to say, when to say it and where to say it. Contemporary audiences interact with your brand on many different platforms at different points in their journey to becoming a customer. Through our user-focused content processes, we can help you make informed decisions on what to say, when to say it and where to say it.

Content Strategy

Content Strategy: Case Studies

01

Stave & Thief Society

02

Mr. Boston

Content Strategy: Blog Posts

WARE + VIA Studio: A Partnership that can Handle the Pressure

Parched Madness 2021 Recap