A website design and email marketing through ActiveCampaign for a whole-home insulation giveaway sponsored by four USA Insulation franchises.
Project background.
I work with multiple USA Insulation franchises across the United States. For the past few years, USA Insulation of Toledo, owned by David Potts, has given away a whole-home insulation package to an active military servicemember, veteran, or first responder as part of its Hometown Heroes giveaway. Historically, the participating franchise relied on a simple landing page that explained the giveaway and included a nomination form.
In 2023, the giveaway expanded to three more locations: Kalamazoo, SE Michigan, and Southern New Hampshire. With a larger audience and territory, Dylan jumped at the chance to build a dedicated website with all current—and future—Hometown Heroes giveaway locations.
Services leveraged.
Graphic Design
Marketing Technology
Web Design
My unique approach.
The primary goal of the original Hometown Heroes Toledo landing page was securing nominations for the giveaway. Accordingly, the form was the substantive feature on the page. For the new website, I wanted to retain the simplicity of the location pages to explain the giveaway and rules effectively while keeping the nomination form streamlined for desktop and mobile users. One of the eligibility requirements was for the home to fall in one of the zip codes serviced by the participating USA Insulation franchises. While entrants could visit the main USA Insulation website to check their ZIP code, I wanted to streamline this and build a feature on this new website where they could enter their zip code and then route to the correct location’s landing page automatically.
What I executed.
The new website’s homepage features a large hero section with a background video from Toledo Aerial Media (TAM) showcasing previous Hometown Heroes. The hero also highlights the individual giveaway locations and essential dates (nomination periods and installation dates) as part of a slider. Throughout the website, I prioritized presenting information in different forms. For example, the first section on the homepage includes a longer explanatory video by TAM; the eligibility section uses large icons and short blurbs; the “Why Reinsulate” page has animated graphics and bullet points; and the individual location pages have dedicated sections with the key dates in large type.
My favorite feature on the website is the “Check Your Zip Code” section. Interested homeowners can enter their five-digit postal code in the form. Upon submission, the website checks the ZIP code against a data table. If the ZIP code falls into one of the Hometown Hero giveaway locations, the website will automatically redirect the user to the correct location’s page. If not, the user will see a page explaining they fall outside the giveaway territories.
With the new website, the Hometown Heroes team wanted to leverage email marketing more intentionally. I set up an ActiveCampaign account and linked it with the forms on the website. Ahead of the nominations opening, interested homeowners can subscribe to the Hometown Heroes mailing list and receive reminders. ActiveCampaign allows the team to stay engaged with past winners and future entrants throughout the year.
The impact of my work.
- The website increased the perceived legitimacy of the giveaway, boosting the number of nominations received.
- Local news organizations promoted the giveaway, boosting awareness and reputation of Hometown Heroes.
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