Advanced Products Group (APG) 

Reenergizing a Distributor’s Brand to Reclaim Market Leadership 

Objective
Reposition APG as the Mid-Atlantic’s most trusted and knowledgeable commercial HVAC distribution brand. Goals included: 

  • Strengthen brand identity and recognition among key professional audiences. 

  • Reengage customers and partners through consistent, value-driven communication. 

  • Support sales growth and Mitsubishi Electric partnership credibility through storytelling and education. 

  • Expand APG’s marketing database and outreach to new professional contacts. 

Challenge
Rebuild brand clarity and customer confidence amid growing competition. 

In 2013, Aireco, a leading regional HVACR wholesaler with 41 branches across the Mid-Atlantic, was beginning to lose ground. As a Mitsubishi Electric commercial HVAC distributor, Aireco faced new pressures from emerging competitors who had secured exclusive distribution territories in neighboring states. 

This shift created confusion among customers and reduced loyalty, even among long-standing partners. To reestablish market confidence and growth, Aireco needed to revitalize its commercial channel brand, Advanced Products Group (APG), and reconnect with its core audience of contractors, engineers, architects, and developers as a trusted technical training and solutions provider. 

Solution
As Mitsubishi Electric’s agency of record, LMO leveraged deep industry expertise and relationships to reinvigorate APG’s brand presence and visibility. 

Over seven years, we launched a comprehensive communications and branding program that aligned messaging, creative, and outreach with APG’s role as a technical authority and distribution leader. 

Our efforts included: 

  • Brand Revitalization – developing a modernized identity and narrative for APG that reflected its expertise and commitment to customer success. 

  • Content and Media Strategy – producing ongoing press releases, newsletters, and technical updates to highlight product launches, projects, and training opportunities. 

  • Targeted Outreach – executing proactive media relations and direct email campaigns to engage contractors, engineers, and industry influencers. 

  • Database Expansion – building and maintaining a dynamic contact list, adding 400-500 qualified professionals annually to APG’s outreach base. 

Through consistent storytelling and thought leadership, we elevated APG’s credibility, helped Aireco strengthen its partnership with Mitsubishi Electric, and reestablished the company as a respected, go-to distributor in the commercial HVAC market. 

Results

Revitalized the APG brand, restoring customer trust and recognition across the Mid-Atlantic region. 

  • Expanded the professional database by 400-500 new contacts per year. 

  • Strengthened Aireco’s relationship with Mitsubishi Electric, solidifying its reputation as a key regional distributor and training leader. 

  • Increased engagement through consistent, high-quality B2B communications and earned media exposure. 

  • Reinforced APG’s position as a technical resource and value-added partner to engineers, architects, and developers.