Harvey Building Products
Building Confidence With Consumers and Contractors
TRYING TO BE TOP OF MIND IN A CATEGORY MOST PEOPLE DON’T THINK ABOUT
Harvey windows and doors are custom made for each order using some of the most advanced technology in the industry. The challenge they handed Forge was to help them build brand awareness despite the fact that contractors and homeowners – their two main audiences – think windows are generally all the same.
IT’S NOT ABOUT HOW HARVEY SELLS WINDOWS. IT’S ABOUT HOW CUSTOMERS BUY THEM.
Contractors are more concerned about materials arriving on time than vinyl extrusion. Homeowners are more worried about energy bills than glass coatings. Forge discovered this and more through extensive initial research, and realized the way to make customers more confident in us was by helping them be more confident in their own window buying decisions.
A multi-channel array of assets were created to speak to both the contractor and homeowner audiences.
EDUCATION AND ENTERTAINMENT ARE THE NAMES OF THE GAME
Forge’s work for Harvey began with a bedrock idea of helping people “Install Confidence”. From there we produced a multi-channel array of assets designed to speak the individual languages of our contractor and homeowner audiences. We made the technology behind the products simple and relatable, while extolling Harvey’s superior service and reliability.
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BUILDING THE HARVEY BRAND REQUIRED BUILDING THEIR CUSTOMERS’ CONFIDENCE
To stand out in a crowded and confusing market, we focused on making it less confusing. Educational content that engaged both contractors and homeowners kept Harvey top of mind, while helping both audiences make better decisions. From re-imagining their website to brand videos to digital and social campaigns, we made choosing the right windows more approachable and enjoyable, inspiring trust in the Harvey brand.
WE PRIORITIZED WINDOW CONVERSATIONS OVER WINDOW COMMUNICATIONS
Forge avoided the expected digital approach of shoving Harvey’s product attributes in front of potential customers in favor of integrating the Harvey brand into existing communities of homeowners and contractors. Social media plays a huge and successful role in our efforts.
