Marketing Strategy

Hays + Sons

Website Video Personifies Client’s Values and Services

Development of video enhances website design.

Video reflects client’s services and values.

Website content reinforces trust in the brand, engages viewers.


Hays + Sons, an Indianapolis-based property damage restoration company, was in need of a website redesign. Content for the new website was a core need to convey the services they provide and demonstrate the company’s values in an easy-to-digest manner. This content needed to be authentic to its client service focused approach to helping home and business owners navigate the process of restoring their property after a disaster.


In today’s competitive marketplace, for a business to thrive it must stand out from the crowd. Brand identity plays a pivotal role in shaping how a company is perceived by its target audience. To quickly educate consumers, providing unique content that helps them feel comfortable and connected as well as understand the care Hays + Sons provides in a customer’s time of need is crucial.

To accomplish this, we helped the client re-imagine their brand messaging to focus more on the value of supporting and guiding customers through their greatest time of need — when a disaster hits.

Using this messaging approach, we created video content that was authentic to the company’s approach to servicing clients, that conveyed how active their team is in addressing clients’ challenges quickly and that reflected their commitment to restoring them back to normal.

Our goal with all this video content was to convey: 

  • a level of quality, personal care and trust
  • differentiate Hays + Sons from its competitors
  • show the speed and scale of the organization
  • make the homeowner feel comfortable in making the right choice in a short amount of time.


Using our Authentic Marketing approach, we developed video content that told the Hays + Sons story without the need for sound. This content was then used throughout their website, on social media channels and in other advertising solutions to build their unique selling proposition to their target market.

"Phoenix Innovate has been a valuable partner by taking the lead on marketing strategies that have directly benefited our bottom line. Over the past several years, our company has grown significantly and the Phoenix team has definitely played a role in that growth. 

Phoenix has been able to greatly improve our SEO and SEM strategies helping us capture new sales leads and supporting our  growth as a company. Overall, it's been a great partnership and we really appreciate that Phoenix tailors their solutions based on our unique business challenges and opportunities."

- Jacob Houk, President