NATE Continues Aggressive Consumer Outreach Campaign
North American Technician Excellence (NATE), the nation’s largest non-profit certification organization for HVACR technicians, continues its efforts to educate homeowners about the importance of selecting contractors who hire NATE-certified technicians. Initially launched in 2011, this consumer awareness campaign primarily focuses on educating consumers about NATE through national network radio advertisements, which are currently underway on a mix of news, sports and entertainment programs. In addition to these radio spots, NATE is also partnering with industry manufacturers who are including NATE in their own ads to help spread the word about the quality assurance offered by NATE certification.
Once again this year, the ads are strategically scheduled to air during the spring and fall, reaching homeowners when they are beginning to think about preparing their air conditioning and heating systems, respectively. The message of the radio spots explains that NATE certification offers consumer protection and peace-of-mind, driving listeners to the NATE consumer website (www.hvacradvice.com) to find a qualified contractor in their area.
The 2012 radio schedule, which kicked off in April, includes programs such as World News Roundup, The Dennis Miller Show, the Masters Tournament, NFL Primetime Football, NCAA Football as well as The Billy Bush Show and radio airings of The Late Show with David Letterman, The Tonight Show with Jay Leno, and Late Night with Jimmy Fallon.
The manufacturer-sponsored radio spots, which are airing on many of these same programs, include brand messaging as well as a brief mention of that manufacturer’s support of NATE. Participating manufacturers currently include Lennox, Goodman and Johnson Controls, Inc. NATE is discussing participation with additional industry partners to further increase the reach of the NATE message and help to support contractors who demonstrate their commitment to hiring NATE-certified technicians.
In addition to the network radio advertising, NATE is also continuing its strategic public relations campaign to generate media coverage about NATE. Through ongoing media outreach, the NATE message is appearing in an increasing number of newspapers, magazines and radio and television news outlets to inform homeowners that hiring NATE-certified technicians offers quality assurance they can trust.
“We kicked off this consumer awareness program in 2011, and our goal is to continue to increase these efforts every year,” stated Don Frendberg, Chairman of the NATE Board of Trustees. “By partnering with manufacturers to include NATE in their radio advertisements, we’re able to extend the reach of our message to a greater number of homeowners, educating them about NATE certification and helping to connect them with contractors who are dedicated to superior installation and service.”
As an increasing number of homeowners learn about NATE and visit HVACRAdvice.com to find a qualified local contactor, it’s more important than ever for contractors to insist on NATE-certified technicians and to include their company information on the Consumer Contractor Connection – NATE’s online locator tool. If 50 percent of a contractor’s technicians are NATE-certified, they are eligible to post a free listing in the Consumer Contractor Connection, helping to attract new customers.
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