When people talk about the future of HVAC, they usually talk about technicians. That makes sense. We recently looked at why America needs to rethink how it fills HVAC job openings and how educators, employers and manufacturers can build that pipeline together.
But there's another side of the industry students rarely see. It’s the work of the writers, designers, videographers, strategists and web developers who help homeowners understand, trust and choose the technology that HVAC manufacturers provide to keep them comfortable.
Thirty high school students from Graves County and Mayfield Independent Schools recently got to see that side up close at the MRCOOL® Headquarters.
Community Connections Brings Students Inside Local Businesses
The visit was part of Community Connections, a program coordinated by Graves County Economic Development (GCED) in partnership with Graves County and Mayfield Independent Schools, the City of Mayfield, the Mayfield-Graves County Chamber of Commerce, the Kentucky Chamber of Commerce and the West Kentucky Workforce Board. The program connects students with local employers and builds relationships that can lead to internships, job shadowing and future employment.
This trip focused on students interested in business and marketing, and MRCOOL was the first stop of the day.
MRCOOL has a huge team that involves writers, videographers, graphic designers, testers, salespeople, and others that market their products all over the country and around the world," said Eric Walker, community education director for Mayfield and Graves County schools. "So, for our students to hear from these professionals and learn about the work they do really started the day off on a high note.
Meet the Team Behind the Brand
MRCOOL builds heating and cooling systems for homeowners across the country, and every product needs people who can explain it clearly. Students met the teams who do that work every day and heard how each role fits into the bigger picture.
Marketing showed how a product goes from an engineering spec to something a homeowner actually understands. Students learned how the team researches audiences, builds campaigns and turns technical features like efficiency ratings and installation steps into clear, useful information.
Public relations and communications explained how MRCOOL works with journalists, industry publications and community partners to share stories like the recent product launch of the MRCOOL® TravelCool™ for RVers. These stories matter beyond the product. The team also discussed how the company talks about workforce development and how it responds to media and why credibility counts.
Video walked students through what it takes to produce installation guides, product demos and brand stories, from scripting and shooting to editing and publishing. For a company built around making HVAC simpler, a clear video can be the difference between a confident homeowner and a frustrated one.
Web development showed how the website ties it all together. From the place where homeowners research systems and find manuals to locating dealers and getting answers to HVAC questions, MRCOOL.com is the digital storefront that helps drive business growth. Students saw how web development, design and search visibility work together so accurate information reaches the right person.
Team members also shared some details from their own career paths. They talked about education, experience and unexpected turns that brought them to their current roles and what a typical day actually looks like.
The students asked great questions, and they challenged us to explain what we do in real terms," said Bonnie Clymer, Chief Marketing Officer at MRCOOL. "That's exactly the kind of thinking this industry needs.
Why Creative Careers Matter to the HVAC Workforce
The skilled-trades conversation tends to center on the technician, and it should. But a technician's work reaches further when homeowners understand the technology, contractors have clear resources and the industry has a voice that makes skilled trades look like the modern, tech-driven careers they are.
That kind of impact takes effective communicators. Every installation video, product page, press story and social post makes HVAC easier or harder to understand. When students see that, they see the industry differently. They understand it as a place where writers, artists, filmmakers and coders can build careers that shape how millions of people find comfort at home.
For Clymer, the visit was a reminder of why the work is important.
It reminded us why this work matters beyond the metrics," she said. "Programs like this give us a chance to show the next generation that a career in marketing isn't something you have to leave your home town to find. It's right here.
Opportunity That Starts at Home
MRCOOL is headquartered in Hickory, Kentucky, and serves homeowners and contractors nationwide. For students in Graves County, that means a national career in marketing, media or technology can start right down the road.
That's exactly what Community Connections is designed to show.
The activities they planned sparked ideas and helped students see themselves in these roles," said GCED President Jason Lemle.
After MRCOOL, students continued to FNB Bank, where they developed and presented their own marketing campaigns, heard from Froggy 103.7/Forever Communications over lunch about radio and digital advertising, and wrapped the day with the Mayfield-Graves County Chamber of Commerce and Mayfield-Graves County Tourism.
How Students Can Explore Marketing and Communications Careers
For students who are interested, here's where to start:
Take related classes now. Business, marketing, digital media, journalism, graphic design and computer science courses build a foundation early.
Create something. School newspapers, yearbooks, video projects, social media campaigns or a personal website can become portfolio pieces.
Ask about job shadowing and internships. Community Connections is designed to open those doors with local employers.
Explore college and certificate programs. Marketing, communications, public relations, journalism, film and video production, graphic design and web development are all common paths.
Talk to the people doing the work. Most professionals are happy to share how they got started.
Frequently Asked Questions
What is the Community Connections program in Graves County, Kentucky?
Community Connections is a career exploration program coordinated by Graves County Economic Development. It connects Graves County and Mayfield Independent Schools students with local businesses through field trips, hands-on activities and conversations with professionals, which can lead to internships, job shadowing and employment.
Are there marketing jobs in the HVAC industry?
Yes. HVAC manufacturers like MRCOOL employ marketing strategists, writers, graphic designers, videographers, public relations professionals and web developers. These roles help homeowners and contractors understand heating and cooling technology and make informed decisions.
What does a marketing team at an HVAC company do?
An HVAC marketing team translates technical product information into clear, useful content for homeowners and contractors. That includes campaigns, product pages, installation videos, press outreach, social media and website content that explains efficiency, installation and comfort.
How can high school students prepare for a career in marketing or communications?
Students can take business, journalism, digital media and design courses; build a portfolio through school or personal projects; and pursue job shadowing opportunities or internships. Programs like Community Connections help students meet local professionals and explore real career paths.
Do you have to work in the field to have a career in HVAC?
No. Technicians are essential, but the HVAC industry also needs professionals in marketing, communications, engineering, customer support, operations and leadership. MRCOOL's team spans all of these areas, working toward the same goal of making comfort simple for homeowners.
About MRCOOL®, LLC
Founded in 2014 and headquartered in Hickory, Kentucky, MRCOOL is an innovator in the HVAC industry, dedicated to revolutionizing home climate control through its “Comfort Made Simple” philosophy. As the creator of the only true MRCOOL DIY® ductless heating and cooling system, MRCOOL leads the market in removing obstacles for homeowners and changing what's possible in HVAC. MRCOOL is a licensee of JOI Holding LLC.
For more information, visit mrcool.com.