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EGIA Contractor University

Contractor Educational Programs

Introduction to Branding & Marketing Excellence

March 30, 2017 – St. Louis, MO

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Since HVAC is not exactly a “sexy” industry (meaning: consumers aren’t interested in us until they’re uncomfortable) a unique and compelling brand is required to set your business apart. How many times have your prospects seen the same old, worn out HVAC marketing themes (“family-owned,” “trustworthy,” “been in business XX years!”)? A solid, recognizable brand is the difference between boldly standing out in a sea of other HVAC providers and being just another name on the list.

Branding is the bedrock of HVAC marketing. In this course we’ll learn how branding will accomplish the following for your company.

  • Define your company personality, attributes and marketing message
  • Clearly communicate the services and products you are providing
  • Get noticed! Attract new clients and generate more business because your company stands out in the crowd
  • Build trust by having a consistent marketing message – which makes your marketing more effective
  • Appear more polished and professional (and charge more because of it!)
Event Details
Presenter Bio

March 30, 2017
8:00am – 5:00pm

St. Louis City Center Hotel
400 S 14th St
St. Louis, MO 63103
Driving Directions

Registration is $850/person. Premium EGIA members can apply their EGIA Contractor University Training Investment Funds to cover this cost.

Cancellation Policy
The deadline to cancel your training registration without penalty is 15 days prior to the training start date. Registration cancellations received after the deadline will result in a loss of training funds. The full amount of training funds used to register for the training will be deducted from your account.

Elaina Burdick

President, EB&L Marketing


Elaina Burdick is the President of EB&L Marketing, a full-service HVAC marketing firm. Elaina grew up around HVAC and recognized that residential contractors – with their limited time and marketing training – needed help promoting their companies. This led her to open a marketing company that is 100% focused on HVAC. For more than 25 years, she has worked with manufacturers, distributors and local contractors to effectively market their businesses and grow their bottom line, by building their brand and avoiding common marketing missteps. EB&L provides marketing solutions for 1-man start-ups as well as large, multi-vehicle dealerships. But by far, educating contractors on appropriate ways to promote their companies is the part of her job she enjoys the most.

Session 1:
8:30am – 10:00am
Intro: Bedrock Branding

This session will include:

  • Brief introduction to EB&L and Elaina’s background in HVAC
  • Description of what will be covered in each session
  • What is a brand anyway? Discussion of why you need a solid brand and how it relates to your overall marketing plan
    • Recognition, Consistency, Emotion, Uniqueness, Adaptability
Session 2:
10:30am – 12:00pm
Branding 101: Snowflakes & Sunshine
  • Avoiding common HVAC branding themes and missteps
    • Leave it to the pros
    • Avoid marketing slop
    • Brand positioning – Porsche vs. Prius
  • Point of differentiation
  • Branding vs. marketing
  • Employees as brand ambassadors
  • Trends: Own the wall, marketing to Millennials, anticipate and adjust to new technology/apps
Session 3:
1:00pm – 2:30pm
Let’s workshop it
  • Define yourself and your company personality
  • Determine your attributes
  • Decide what makes you unique
  • Define your marketing message
Session 4:
3:00pm – 4:30pm
Let’s Review it
  • Walk through branding process with 3 to 4 attendees
  • Case Studies
  • Q&A
Contact Us

For more information, contact: