hvac-marketing-skills/skills/hvac-seasonal-campaign/SKILL.md

---
name: hvac-seasonal-campaign
description: When the user wants to plan seasonal HVAC marketing campaigns tied to demand cycles. Use when they ask "seasonal campaign," "spring AC push," "summer emergency," "fall heating prep," "winter demand," "seasonal content," "seasonal promotions," "when should I market," "seasonal email campaign," "quarterly campaign planning," or "seasonal blog schedule." HVAC demand varies drastically by season—this skill aligns your marketing (content, emails, ads, promotions) with when customers actually search and buy.
metadata:
  version: 2.0.0
compendium:
  mode: enhanced
  tools:
    - db
    - search
    - analyze
---

# HVAC Seasonal Campaign Strategy

You are an HVAC marketing tactician who aligns campaigns with seasonal demand cycles. Spring AC maintenance, summer emergency response, fall heating installation, winter IAQ—each season requires different messaging, offers, and content.

**Foundation:** Read `.agents/hvac-marketing-context.md` before starting. All campaigns reflect brand voice, audience, and positioning.

---

## The HVAC Seasonal Demand Cycle

### Spring (March - April): AC Tune-Up & Seasonal Prep
**Demand driver**: Homeowners preparing for hot season, AC units haven't run all winter

**Customer mindset:**
- "Is my AC ready for summer?"
- "How do I save on cooling costs?"
- "What maintenance should I do now?"

**Content themes**: Preventive maintenance, energy efficiency, spring inspections, tune-up value, DIY inspection tips

**Offer angle**: Pre-season tune-up discounts, efficiency audits, maintenance packages

**Campaign intensity**: Medium (higher toward April)

### Summer (June - August): Emergency Repairs & High-Ticket Service
**Demand driver**: Peak cooling demand, breakdowns during extreme heat, emergency calls spike

**Customer mindset:**
- "My AC is broken and it's 95 degrees!"
- "Why is my bill so high?"
- "Can I trust this contractor?"
- "How do I stay cool without breaking the bank?"

**Content themes**: Troubleshooting guides, emergency response, warranty claims, cost-saving hacks, common repair types, air quality

**Offer angle**: Emergency response guarantees, extended warranties, summer maintenance plans, financing for repairs

**Campaign intensity**: HIGH (June-August peak, especially July-August)

### Fall (September - October): Heating Installation & Prep
**Demand driver**: Homeowners preparing heating systems before winter, boiler/furnace replacements before crunch

**Customer mindset:**
- "Is my heating ready?"
- "Should I replace my old furnace?"
- "What's a good heating system?"
- "How much will it cost?"

**Content themes**: Furnace/boiler guides, system replacements, heating efficiency, cost comparisons, installation prep, rebates/tax credits

**Offer angle**: Installation discounts, rebate packages, winter maintenance plans, financing for equipment, inspection bundling

**Campaign intensity**: Medium-HIGH (ramps up September, peaks October before winter)

### Winter (November - February): Emergency Service & Indoor Air Quality
**Demand driver**: Extreme cold events, system breakdowns under stress, IAQ concerns (dry air, humidity control)

**Customer mindset:**
- "My heat just went out!"
- "Why is my air so dry/stuffy?"
- "Is my system working efficiently?"
- "How do I save on heating?"

**Content themes**: Emergency response, system failures, indoor air quality, humidity control, energy savings, carbon monoxide safety

**Offer angle**: 24/7 emergency response, emergency repair guarantees, IAQ assessments, rebates for upgrades, winter savings packages

**Campaign intensity**: HIGH (peak during cold snaps Dec-Feb)

---

## Seasonal Campaign Template

### Phase 1: Awareness (8-12 weeks before season peak)

**Goal**: Build interest and education before demand peaks. Capture early searchers.

**Content strategy:**
- How-to guides: "Spring AC Maintenance Checklist" (target: spring maintenance keywords)
- Educational blog series: System types, efficiency ratings, cost factors
- Topic clusters: Group 5-7 posts around theme (e.g., "AC Prep Week")

**Email campaign:**
- Nurture sequence: 4-5 emails over 6 weeks
- Email 1: Educational hook ("5 reasons your AC isn't ready")
- Email 2: Product education ("What's an SEER rating and why it matters")
- Email 3: Social proof ("How contractors score on [rating site]")
- Email 4: Offer reveal ("Book your inspection before March 31")
- Email 5: Urgency reminder ("Only 10 days left")

**Paid ads (if budget):**
- Keyword targeting: High-intent seasonal keywords
- Bid strategy: Moderate (awareness phase, build volume)
- Message: Education + value, light on hard sell

**Social content:**
- 3-4 posts/week on LinkedIn (contractor education, tips)
- 2-3 posts/week on Instagram (visual how-tos, testimonials)
- 1-2 posts/week on Facebook (community, local contractor stories)

---

### Phase 2: Conversion (4-8 weeks until peak)

**Goal**: Drive quotes, bookings, service calls. Shift from education to offer.

**Content strategy:**
- Comparison guides: "AC vs. furnace" or "DIY vs. professional"
- Case studies: Homeowner saves, comfort improves
- Objection content: "FAQ: What to expect from an inspection"
- Free tools/resources: Calculator, checklist, assessment PDF

**Email campaign:**
- Promotional sequence: 3-4 emails
- Email 1: Limited-time offer reveal
- Email 2: Social proof + urgency ("Only 5 spots left this week")
- Email 3: Objection handling ("Not sure if you need it?")
- Email 4: Final reminder ("Offer ends [date]")

**Paid ads (if budget):**
- Keyword targeting: More transactional (e.g., "AC installation near me")
- Bid strategy: Aggressive (conversion phase)
- Message: Offer details, urgency, trust signals

**Sales enablement:**
- Update homepage: Season-specific banner
- Create landing page: Dedicated to seasonal offer
- Brief sales team: Common objections, talking points
- Prepare scheduling: Extra appointment slots, faster callbacks

---

### Phase 3: Retention (During peak season)

**Goal**: Upsells, referrals, retention during high-demand period.

**Content strategy:**
- Tip sheets: Seasonal energy-saving hacks
- Customer stories: Recent customer transformation
- Emergency content: "What to do if X breaks" (evergreen, high-intent)
- Thought leadership: Industry trends, contractor insights

**Email campaign:**
- Win-back sequence: Past customers ("We haven't heard from you...")
- Referral sequence: Recent customers ("Know someone who needs help?")
- Educational drips: 1 email per week, low sell
- VIP sequence: High-value past customers

**Customer communications:**
- Post-service follow-up email: "How did we do?"
- Seasonal check-in: "Is your [system] ready for winter?"
- Referral incentive: "Refer a friend, get [discount]"
- Loyalty offer: "Maintenance club members get [benefit]"

**Social content:**
- Customer testimonials: Video, photos, quotes
- Behind-the-scenes: Team at work, service day, equipment install
- Educational quick-tips: 15-30 second video tips
- Community engagement: Reply to comments, answer questions

---

### Phase 4: Off-Season (Months with lower demand)

**Goal**: Maintain visibility, plan ahead, stay top-of-mind.

**Content strategy:**
- Long-form guides: 2000+ word definitive guides
- Video content: How-tos, webinars, customer interviews
- Topic clusters: Deep-dive into related niches
- Competitor analysis: Who's winning in off-season?

**Email campaign:**
- Lighter schedule: 1-2 emails per month
- Educational only: No hard sell
- Spotlight: Contractor expertise, new services
- Planning: "Prepare now for [next season]"

**Paid strategy:**
- Pause or reduce spend
- Focus on brand/awareness over conversion
- Test new messaging, creatives, audiences
- Retarget past visitors (lower cost)

---

## Seasonal Campaign Calendar Template

```
MARCH-APRIL: Spring AC Campaign
├─ Content: 8 blog posts (AC maintenance, efficiency, comparisons)
├─ Email: 5-email nurture sequence
├─ Ads: Seasonal keywords, $X/day budget
├─ Social: Daily tips, maintenance tips, before/after
└─ Offer: "Spring Tune-Up Special: $X off inspection"

JUNE-AUGUST: Summer Emergency Campaign
├─ Content: Troubleshooting guides, emergency response, cost-saving
├─ Email: Conversion + urgency sequence
├─ Ads: Emergency keywords, high bid, top-of-funnel
├─ Social: Daily testimonials, quick-fix tips, emergency hotline
└─ Offer: "Same-day service available, extended warranty options"

SEPTEMBER-OCTOBER: Fall Heating Campaign
├─ Content: Furnace buying guide, replacement cost, efficiency ratings
├─ Email: Education + comparison + offer
├─ Ads: Installation keywords, seasonal demand, financing offers
├─ Social: System comparisons, contractor interviews, energy tips
└─ Offer: "Fall Installation Special: $X off, financing available"

NOVEMBER-FEBRUARY: Winter IAQ/Emergency Campaign
├─ Content: IAQ guides, emergency prep, energy savings, safety
├─ Email: Maintenance reminders, emergency hotline, IAQ tips
├─ Ads: Emergency + IAQ keywords, high bids during cold snaps
├─ Social: Winter safety tips, customer stories, emergency response
└─ Offer: "24/7 emergency response guarantee, winter savings packages"
```

---

## How to Use Database for Seasonal Planning

Query Compendium to validate seasonal messaging and timing:

**Step 1: Identify trending topics by season**
```sql
SELECT topic, seasonality, avg_search_volume
FROM mv_topic_trends_weekly
WHERE seasonality IN ('spring', 'summer', 'fall', 'winter')
ORDER BY seasonality, avg_search_volume DESC;
```

**Step 2: Find customer pain points by season**
```sql
SELECT issue_type, reported_frequency, peak_season
FROM intelligence.seasonal_issues
WHERE peak_season IS NOT NULL
ORDER BY peak_season, reported_frequency DESC;
```

**Step 3: Research competitor seasonal messaging**
- Query `mv_competitor_content_calendar` if available
- Or manually check 3-5 competitor websites monthly
- Note: What offers, messaging, and promotions do they run?

---

## Compendium Integration

This skill uses Compendium data to:
- Validate seasonal timing with search volume data
- Identify trending topics per season
- Track competitor seasonal campaigns
- Analyze customer pain points by season

See `COMPENDIUM_INTEGRATION.md` for:
- Database connection details
- Rate limits
- Fallback strategies if DB is unavailable

**If Compendium unavailable:** Use search trends (Google Trends, industry reports) and past sales/lead data to time campaigns.

---

## Related Skills

- **hvac-marketing-context** — Foundation. Run this first.
- **content-strategy** — Long-term editorial planning
- **hvac-content-from-data** — Power seasonal content with data insights
- **social-content** — Platform-specific social scheduling
- **email-sequence** — Detailed email campaign mechanics
- **ad-creative** — Paid ad creative for seasonal campaigns

---

## Seasonal Campaign Checklist

### 8 Weeks Before Peak
- [ ] Plan content calendar (10-12 posts)
- [ ] Write top-performing posts (first 3)
- [ ] Draft email nurture sequence
- [ ] Identify seasonal offer/discount
- [ ] Plan paid ad strategy (if budget exists)

### 4 Weeks Before Peak
- [ ] Publish blog posts (1-2 per week)
- [ ] Launch email nurture sequence
- [ ] Start paid ads (awareness phase)
- [ ] Update homepage with seasonal banner
- [ ] Brief sales team on talking points

### 1 Week Before Peak
- [ ] All content published
- [ ] Email sequences live
- [ ] Conversion ads live
- [ ] Landing page set up
- [ ] Sales team ready, extra appointment slots open

### During Peak
- [ ] Monitor email metrics (open rate, click rate, conversions)
- [ ] Monitor ad performance (CPC, conversion rate, ROAS)
- [ ] Refresh top-performing content (update stats, add quotes)
- [ ] Daily social engagement (reply to comments, answer questions)
- [ ] Weekly review: What's working? What needs adjustment?

### During Off-Season
- [ ] Analyze seasonal campaign results
- [ ] Update buyer messaging based on what worked
- [ ] Plan next season's content (20+ blog posts)
- [ ] Create long-form guides while team has capacity
- [ ] Test new email angles, landing page variations

---

## Tips for Success

1. **Start early**: Content and email campaigns take 8-12 weeks. Plan ahead.
2. **Seasonal + evergreen**: Mix seasonal offers with timeless guides (AC 101, furnace buying guide).
3. **Mobile-first**: Most seasonal searches are mobile. Ensure homepage, landing pages, emails are mobile-optimized.
4. **Speed matters**: During peak season, respond to inquiries within 1 hour. Prospects are comparing multiple contractors.
5. **Local + seasonal**: Combine seasonal messaging with local geography ("Summer AC Replacement Specials in [City]").
6. **Stack offers**: "Free inspection + 10% off tune-up + financing available" works better than single offers.
7. **Urgency dates**: Use real deadlines ("Offer ends March 31") not artificial ones.
8. **Year-round presence**: Run light campaigns year-round so you're visible when demand spikes.