WHERE THEY WERE:
BluSky is a private equity owned national commercial restoration company supporting multiple commercial lines and residential, each with its own local messaging and personas. The marketing strategy balances quick response messaging for local and regional disaster events against prospect and customer awareness work that grows accounts.
One marketing team had to serve all of it. 225 combinations of region, vertical, and persona is out of reach for a small team, so the material that shipped was usually generic. Relevance also runs on the events themselves. Restoration goes top of mind at the disaster, not on a content calendar.
THE MESSAGE:
BluSky is already in your market and ready before the next event.
THE SYSTEM:
A modular managed service extending a small team, delivering storm activation packages and strategic campaign packages for channel owners to fan out. Messaging brief, message hierarchy, design, social posts, activation emails, search ads, and related long-form blog content.
WHAT IT PRODUCED:
Disaster response campaigns shortened to under 24 hours across all major markets. Enabled a 3 person marketing team to drive national campaigns across multiple channels, and respond to internal marketing queue requests for creative and account support materials.
