Case Study
When JE Shekell Needed More Than an Agency, They Found a True Partner
For a company that built its reputation on keeping homes comfortable and running smoothly, JE Shekell — a regional leader in HVAC, electrical, and plumbing — knew that growth required more than great service. It required a marketing engine built to match their ambition.
But getting there wasn’t straightforward.
The Challenge
After eliminating their internal marketing team during a period of restructuring, JE Shekell faced a pivotal decision: rebuild in-house or trust an outside partner. Their previous agency had just been sold, leaving them without a home. They weren’t just looking for someone to run ads or refresh a logo — they needed a team that could embed itself into the business, understand its operations, and build a marketing system designed for real, measurable growth.
The stakes were clear: grow leads, grow booked jobs, and grow revenue. And do it with a partner who could be proactive, not reactive.
Our Approach
Oswald Marketing’s team — led by Kelsey Dus, Fred McCool, and Riley Fugate — didn’t start by pitching campaigns. They started by listening, learning, and integrating.
Over 19 months, the team wove itself into the fabric of JE Shekell’s day-to-day operations. From branding, design, and campaign development to website strategy, SEO, and operational systems, every touchpoint was connected. By joining weekly internal meetings and syncing directly with tools like ServiceTitan, Google Analytics, and Meta Ads Manager, the Oswald team could identify marketing needs before they were ever raised — and act on them faster than a traditional agency model allows.
The result was a fully transparent marketing system. JE Shekell’s leadership didn’t have to wait for monthly reports or wonder where their budget was going. They had live performance visibility, campaign clarity, and — critically — reporting tied directly to actual revenue. Not vanity metrics. Real business outcomes.
This level of integration is what separates a true marketing partner from an order taker. JE Shekell deserved the former, and that’s exactly what we built.
The Results
After 19 months of embedded partnership, the numbers tell the story:
- Marketing-attributed revenue — up 40%
- Leads generated — up 34%
- Booked jobs — up 21%
- Sold jobs — up 17%
- Average sale — up 12%
- 4.9 out of 5 customer satisfaction rating
Beyond the Metrics
Outside of the marekting performance, JE Shekell gained something harder to quantify but equally valuable: confidence. Confidence that their marketing is working, that someone is watching the horizon, and that they have a partner invested in their growth — not just their retainer.