The Opportunity:
When I joined McNally’s Heating & Cooling in 2020, the company was ready to grow beyond its small-business roots and compete more seriously in the HVAC market. But the branding, website, and marketing systems were outdated and didn’t reflect the quality of service they actually delivered.
What I Built:
Over four years, I rebranded McNally’s from the inside out. I created a modern visual identity, consistent digital presence, and a content-driven strategy that supported 172% total company growth, averaging 30% annual growth, far exceeding the HVAC industry average of 6%.
My Core Contributions:
Rebranded the company logo and visuals to feel more professional and polished
Rebuilt the website from the ground up for speed, clarity, and better conversion
Captured and edited all photo and video content used for social media and advertising
Managed all social media accounts, content creation, and scheduling
Transitioned the team to a professional email system with branded communications
Designed employee onboarding documents, internal forms, and field-ready materials
Launched Video Ads and improved SEO to increase search visibility
Created templates for vehicles, uniforms, business cards, and signage
Set up performance reporting to track engagement and growth across channels
Before & After: Elevating McNally’s Brand – Outdated marketing materials didn’t reflect the company’s professionalism or the expectations of the community. The transformation brought a modern, high-quality look that resonates with the audience.
Approach & Solution:
As the Marketing Manager and the the go to guy for everything digital and creative, and the only one leading the marketing efforts, I led a complete overhaul of McNally’s brand, marketing, and operational efficiency. Despite being a one-person marketing department, I handled every aspect of the company’s marketing strategy, balancing the responsibilities of a full team on my own. This included not only managing high-level strategy but also filming and editing all visual content, maintaining the company website, and overseeing all social media accounts. My efforts spanned:
1. Brand Refresh & Visual Identity
Redesigned the company logo to reflect a modern and professional aesthetic.
Created a cohesive set of branded materials, including business cards, letterheads, and company stationery.
Developed consistent visual themes across digital and print marketing to strengthen brand recognition.
2. Website Overhaul & SEO Optimization
Rebuilt the company website with a focus on enhanced user experience, mobile responsiveness, and SEO optimization to improve online visibility.
Designed an intuitive navigation structure, ensuring potential customers could easily access services, request quotes, and learn about McNally’s expertise.
Integrated customer testimonials and case studies to build trust and credibility.
Personally maintained and updated the website to ensure fresh content and smooth functionality.
3. Comprehensive Marketing & Advertising Strategy
- Designed a wide array of marketing collateral, including:
- Custom T-shirt designs, trifold brochures, EDDM mailers, sales sheets, and Google review cards.
- Branded CRM footers, email signatures, and notepad stationery.
- Custom coloring pages for local events to engage with families and communities.
- Large-format banners featured at major sports venues, including Fox Valley Ice Arena, Schaumburg Boomers Stadium, Kane County Cougars Stadium, and NOW Arena.
- Billboards strategically placed on high-traffic roads like Route 38 and Route 64, alongside advertising through Valpak, Money Mailers, and LED signs.
4. Community Engagement & Sponsorships
Strengthened McNally’s presence by sponsoring local sports teams and events.
Created branded materials for charity events and seasonal promotions to further connect with the community.
Hosted local giveaways and customer appreciation campaigns, driving brand loyalty.
5. Social Media & Content Strategy
Managed all aspects of McNally’s social media presence, including content creation, posting schedules, and direct audience engagement.
Filmed and edited high-quality visual content, including promotional videos, employee spotlights, and customer testimonials.
Established a consistent content schedule across social platforms, including Facebook, Instagram, and LinkedIn.
Created engaging video and graphic content, showcasing McNally’s expertise, customer testimonials, and behind-the-scenes insights.
Implemented direct audience engagement strategies to foster a more interactive online presence.
6. Operational Improvements & Internal Standardization
Developed standardized employee onboarding materials to streamline training and integration.
Transitioned McNally’s email system to a professional platform, improving internal and external communication.
Introduced app-based tools for seamless team collaboration and job scheduling.
Making a Statement: McNally’s Brand in the Spotlight – From unnoticed to unmissable. These billboards showcase McNally’s bold new look, elevating brand presence and capturing attention in high-traffic areas.
Result/Impact:
The transformation of McNally’s marketing and operations resulted in remarkable growth and increased brand authority:
172% Revenue Growth (2020-2024): The company’s revenue surged, averaging a 30% annual growth rate, outpacing the HVAC industry’s standard 6% growth rate.
Enhanced Brand Perception: The modernized logo, website, and marketing materials significantly elevated McNally’s professional image.
Increased Customer Engagement: The revamped website and social media strategy led to higher customer inquiries, improved lead conversion, and greater brand recognition.
Expanded Local Presence: High-visibility advertising and sponsorships cemented McNally’s status as a trusted leader in the community.
Operational Efficiency: Streamlined onboarding, communication, and digital tools improved team productivity and customer service response times.
Professional Marketing That Converts – From cluttered and inconsistent to polished and persuasive. These revamped mailers, brochures, and sales sheets ensure McNally’s messaging is clear, engaging, and aligned with the high expectations of its customers.
Conclusion:
McNally’s Heating & Cooling’s transformation showcases the power of a well-executed marketing and branding strategy. By modernizing its identity, enhancing digital engagement, and optimizing internal operations, the company not only revitalized its growth trajectory but also strengthened its connection with its community and customers. As a single-person marketing department, I took on the challenge of handling everything from high-level marketing strategy to content production and digital management, proving that a well-executed vision can drive exponential success.
To see the full website I built for McNally’s Heating and Cooling, visit their website here!
For a look at McNally’s social media presence, visit their pages here. Every post, video, and design from 2020 to March 2025 has been created and managed by me.
T-Shirts, Coloring Pages, Newsletters, Custom Note Pads and More!
Check our some cool videos I made below!
2025 Same-Day Aerial Event Promo!
Captured and edited a high-energy aerial video for an event that needed same-day promotion. Using dynamic drone footage and sharp editing, I crafted an engaging highlight reel to maximize visibility and excitement.
Winter Ready HVAC 2024
I produced a ‘Winter Ready’ HVAC video ad for McNally’s Heating & Cooling, emphasizing the importance of seasonal maintenance. Featuring captivating visuals, informative text, and a warm, inviting tone, the ad highlighted McNally’s expertise in keeping homes comfortable and efficient during the cold months.
FALL Video Ad McNally's Heating and Cooling | 2024
Created a fall-themed HVAC video ad for McNally’s Heating & Cooling, showcasing the importance of furnace tune-ups and preparation for the colder months. With vibrant autumn visuals and a clear call-to-action, the ad encouraged customers to stay ahead of the season with McNally’s trusted services.
McNally Glow LOGO Motion Graphic Outline 2025
Created a dynamic motion graphics video to bring the McNally’s Heating & Cooling logo to life. Using smooth animations and engaging transitions, the video showcased the brand’s professional and modern identity, perfect for use in marketing materials and social media content.
McNally Logo Electric Motion Graphic 2023
Designed an electrified motion graphics video to energize the McNally’s Heating & Cooling logo. With striking electrical effects and bold animations, the video added a powerful and modern edge to the brand’s visual identity, capturing attention across digital platforms.