Greenfoot Energy Solutions Case Study
Background
Greenfoot Energy Solutions has built a strong reputation in New Brunswick as a leader in energy-efficient heating and cooling products and services. Their success was rooted in quality, reliability, and exceptional customer service. Encouraged by local demand, they expanded rapidly into Nova Scotia, Prince Edward Island, and British Columbia, eventually operating 18 locations across 5 provinces.
However, the company’s marketing operations had not scaled with its growth. Marketing was led by one of the founding owners, supported by a part-time freelance designer and a small external social media team. Campaigns were reactive, disjointed, and inconsistent across regions. While Greenfoot’s brand recognition made expansion into Atlantic Canada relatively smooth, breaking into BC was far more challenging due to a different climate, established competitors, and low initial brand awareness.
Challenge
Greenfoot needed to professionalize its marketing operations to support continued growth. The company required scalable processes, consistent branding, and a strategy to generate leads, support sales, and penetrate competitive markets, all while maintaining quality across 18 locations.
The goal was to transform marketing from an ad-hoc function into a structured, strategic engine that could replicate Greenfoot’s Atlantic success in more competitive regions and support the company’s ambitious national expansion.
My Role
I was brought in to establish Greenfoot’s internal marketing department, lead campaigns in new markets, and create scalable processes to support all locations. I quickly identified the need for organization, workflow management, and strategic alignment with business objectives.
Key Actions & Impact
- Implemented a marketing request intake process to streamline workflows and reduce bottlenecks.
- Established project management systems to uphold brand standards and improve campaign quality.
- Planned and executed multi-channel marketing strategies to increase brand awareness and drive leads in new regions, including digital (Google Ads, Meta) and traditional (radio, out-of-home, direct mail) campaigns.
- Supported sales enablement with collateral, landing pages, and localized promotional materials.
- Managed and coordinated internal and external teams, including designers, content creators, agencies, and vendors.
- Developed trade show strategies and led production of creative assets, event materials, and partner engagement.
"Jon’s expertise and guidance brought some much needed structure to
Greenfoot’s marketing during a time of rapid growth."
Joe Godbout
Owner, Greenfoot Energy Solutions
Results
Within three-months, Greenfoot’s marketing function was fully transformed. Campaigns became strategic, integrated, and scalable, aligning directly with business objectives and sales goals.
The marketing intake and project management systems reduced turnaround times, enabling consistent execution across all 18 locations. Multi-channel campaigns generated a steady flow of qualified leads, increasing regional pipeline and supporting business growth in competitive markets like BC.
By professionalizing operations, establishing workflows, and providing creative, marketing, and sales support across all regions, Greenfoot transitioned from a reactive marketing environment into a high-functioning, growth-ready marketing engine, positioning the company for continued national expansion and long-term success.