From Systems To Assemblies
Schulte Roofing has grown into a leader of the residential roofing scene since they opened in 1994, developing outstanding roofing systems for homes across Central and Southeast Texas. But when their brand extended beyond residential roofing systems, we helped Schulte Roofing take a prominent position in the larger world of commercial roof assemblies.
Background.
Schulte Roofing remains the brand to trust, to rely on like a neighbor when homeowners need quality work for their roofs and roofing systems. Yet, as Schulte Roofing grew and expanded, they were missing out on a significant portion of the potential market because commercial project managers and large construction firms thought of them as “just another shingle banger.”
To create exponential growth for the brand, we knew we needed to tap into the highly competitive world of commercial roofing assemblies, Schulte Roofing partnered with our ad agency to help them create new whitespace and cast deep relationships in a whole new market.
Challenge.
Schulte Roofing may have excelled in the residential scene but the brand wasn’t known in the larger commercial market. The jingle that made them successful didn’t resonate in this ‘fix-your-tie, iron-your-suit’ realm, and the brand was cornered with low-brow terminology such as ‘shingle bangers’ or ‘fly-by-night roofers’.
The challenge was to reposition the brand and create frictionless touchpoints with a multi-channel campaign conforming to the expectations of both the commercial and residential markets.
Campaign.
Our advertising agency developed an ABM campaign with live events, corporate sponsorships, social media placement, and direct marketing, specifically targeting commercial firms in the A/E/C industry. From the onset, the campaign was successful as it showed the brand’s continual growth in the commercial world and set the tone for what really mattered among commercial customers, such as security, longevity, scaling, and perception. Additionally, by recruiting a highly trained workforce and bringing them into the brand’s training program, we signaled to large construction firms that Schulte Roofing was a reliable brand capable of executing big projects with the same high level of craftsmanship and guarantees celebrated in its residential market.
Results.
Over the next year alone, Schulte Roofing’s commitment to the commercial market grew, and the new opportunities served as a compounding, driving force behind the brand’s growth. That year saw a lift, not only in social media followers or Schulte Roofing’s inclusion in the commercial roofing conversation, but in revenue and prestige — the company moved from $16M the previous year to $23M, a record-breaker for the College Station roofing company, and the company earned yet another Top 100 Roofing company ranking.
Project Tags
Companies
Schulte Roofing
- Non Creative Industries