W.F. Hann & Sons


Karen Johnson, Digital marketing, Marketing Strategy

Karen Johnson, the President of W.F. Hann & Sons, wanted to modernize their marketing strategy, but didn’t feel she had the expertise in-house to strategically shift budget into digital ad tactics without losing market share or ballooning her budget. Like so many HVAC companies, they were rooted in traditional media practices and needed to follow their customer’s as they migrated to digital content. She asked us for help.


Our task was to migrate our clients ad budget to include several forms of digital advertising without increasing their overall ad spend, and without losing their market share.


Our team sat down with the principles of the company to understand their key performance indicators. To learn this, we did the following:

  • Reviewed Current ad efforts
  • Analyzed past sales zip codes
  • Perused first-party CRM data
  • Ran online Predictive Audience Models based on client’s targeted audience in specific geo-targeted markets to understand the potential online audience.

Once we understood who was engaging with their brand, we started to build and execute online ad campaigns using the following tactics:

  • Behavioral display ads
  • Contextual display ads
  • Connected TV
  • Keyword Targeting campaign
  • Website Retargeting


Client experienced a 30% lift in qualified sales leads and reported a 10% lift in 2019 sales overall while reducing their overall ad spend. The follow were tangible results:

  • 30% increase in qualified leads
  • 10% sales increase in 2019
  • Reduced overall ad spend by 5%
  • 50% increase in web traffic in 2019

WF Hann & Sons have committed to continue to integrate their marketing mix to include more targeted digital advertising in 2020.


Alex King: Indians
“The team at Cyrid Media introduced us to some very advanced digital marketing tactics that we’ve been able to incorporate into our digital ad strategy. Everything that we do digitally has to tie back to ticket sales and a strong return on ad spend. Cyrid Media’s digital ad solutions consistently perform well for us.”
Alex King
Cleveland Indians
“Since we’ve been working with Cyrid Media, we’ve seen exponential growth in our website traffic, and as a result, our qualified leads are way up. “
Jorge Solorio
Cyrid Media has become an intregal part of our marketing team here at W.F. Hann and Sons. They have proven their worth in many ways. Tom and Brendan continually impress us with their passion for what they do and their relentless attention to the little things. Since we hired Cyrid Media, our sales have steadily risen. Cyrid Media is a big part of our success!
Karen Johnson
W.F. Hann & Sons
Adam Huff
These guys just really get it! We have been with them since 2003 and our business has grown every year since. They stay ahead of the curve when it comes to marketing and advertising. As a result, we stay ahead of our competition. You just can’t ask for anything more out of a marketing firm.
Adam Huff
Fred Martin Auto Group