Case Study: NJR Home Services

Building a Voice and Driving Measurable ROI

NJR Home Services (NJRHS), a subsidiary of New Jersey Resources, provides installation and service for heating, cooling, and solar systems. While NJR is well known for natural gas, NJRHS needed to establish its own independent identity and stand out in a crowded home services market.

Objective

Differentiate NJRHS from its parent company and create a unique, engaging brand voice that builds trust and connects emotionally with homeowners.

Strategies Implemented

  • Developed branding that spoke to emotions around comfort at home.

  • Launched highly targeted digital campaigns powered by audience insights.

  • Created compelling promotions and full-service campaigns spanning web, video, and print.

  • Leveraged data-driven optimization to maximize efficiency and ROI.

Results

First campaign generated

29% more leads

than comparable promotions from the previous three years.

Over a

10-year partnership

with dozens of campaigns executed with measurable ROI.

Demonstrated effectiveness of combining

brand voice + data + optimization

for outsized results.

Creative Highlights

Campaigns like “Free Furnace Fest” and “A Bright Idea for Home Energy Savings” reinforced NJRHS as a trusted comfort partner.

Video spots such as “Mr. Fix-It” and “Woman in a Shoe” balanced humor and relatability.

Print and digital ads communicated energy savings, reliability, and emotional connection to home comfort.

Summary

By giving NJR Home Services a voice distinct from its parent company, Media Thesis transformed a commodity-driven conversation into an emotional brand story about home comfort. This voice, combined with precise digital targeting, has consistently delivered stronger leads, brand loyalty, and measurable growth.