A digital marketing platform built from the ground up.

When your client has a motto of “Always Innovating. Always improving.” – we knew we had to build a kickass digital marketing platform to keep up. Modine Manufacturing Company has been around for over 100 years. Built on innovation and now a global leader in the research, development and production of heat transfer technology. Flipeleven was inspired by the century of innovation and drew on that to craft a reliable and forward-thinking solution.

Producing a multi-tiered digital marketing strategy for a company with products in nearly every corner of the world means we had to go granular. Therefore, studying Modine HVAC’s target audience until we knew them better than family. First, we identified where and how they spend their time online. Then, we pulled out our arsenal of proven tactics to increase awareness of the Modine HVAC brand. That means, using top-of-funnel content to laser-focus on soon-to-be customers. We fed these into a shiny new CRM set up with marketing automation, therefore keeping the system running as smoothly as Modine’s own products.

Modine Logo

INDUSTRY: Manufacturing
LOCATION: Wisconsin

Blog

With 100 years of innovation, there is a lot of story to tell. Not only was that space needed to share the inspiring chronicles of Modine, but it also serves as the base of our inbound marketing efforts. The continued, rich history is informative, entertaining and oftentimes, both.

Social Media

Modine’s HVAC division is driven by its own unique customers, so we created and maintained a separate community on Twitter, Facebook and LinkedIn; distinct from the manufacturing umbrella.

Email Newsletters

Staying in touch deepens the loyalty Modine has with its customers. A monthly newsletter template was designed and developed within the active campaign CRM, seamlessly promoting new content to subscribers.

MODINE & MARQUETTE TEAMED UP TO SAVE ENERGY.

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Content Marketing

To populate the blog, we sourced as much existing content through technical documents, whitepapers, and brochures to develop a content creation plan. We planned to generate content with a mix of subject matter that was informative, entertaining, or both. The outcome was an online destination for engineers and contractors to entertain themselves or find technical documents to help them do their job.

Social Media

Social media-wise, Modine HVAC’s social engagement was only through the corporate parent company’s profiles. Their content was getting lost within daily posts from corporate. To help distinguish Modine HVAC as it’s own brand underneath the corporate umbrella, we created Twitter, Facebook, and LinkedIn profiles for the heating and cooling giant. This focus on their identity allowed us to create a more focused reach in our promotional efforts. We then implemented and maintained a social media content calendar to keep social users engaged and also to respond to requests and concerns that come through the social channel.

Email Newsletters

After building a foundation of content within the blog, it was time to start pushing to the Modine’s owned list. We generated the list by sourcing existing opted-in customers and creating offline channels for users to sign up at events and tradeshows. We designed and developed a responsive email within Active Campaign, therefore, reaching both mobile and desktop users.

Marketing Automation

The collaborative team at Modine HVAC and Flipeleven wore a lot of hats. So, to keep up with all these moving parts, we created several automatic triggers to help us with everyday tasks. This included list segmentation, drip campaigns, and email responses.

modine atherion

Analytics & Reporting

We track and record each email campaign, social post, and interaction on the website. Monitoring at this level helps us make decisions on the article topics. This includes the proper day and time to send an email, and even the placement of a button on a web page. Because of this, we back up our marketing strategy with science. So, we start with a hypothesis and test if that hypothesis is correct. If not, we adjust and retest, each time getting closer to our goal.

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