Company Profile

Schulte Roofing is a well-known local roofer that appeals to the residential and commercial markets.  Schulte has earned its reputation by providing the industry’s best warranty and a design/build process that guarantees customer satisfaction.

Business Situation

Schulte Roofing like all businesses was feeling the effects of a down economy.  The effects of the economy were direct (less revenue per customer to be earned) as well as indirect (fewer homes sales/construction and bad weather conditions).  Additionally, competitors were attacking the proven and successful model through advertising and marketing.  The established a model on “under-cutting” Schulte Roofing by pure price alone.

Technical Situation

Schulte Roofing was a local firm that needed to be brought up to date with technology and marketing.  Other than noting and accounting for all of Schulte’s marketing mediums, there were no real technical issues to overcome.

Solution

After researching customer buying habits in the local markets and the target audience we decided to give Schulte Roofing a complete identity make-over as well as a true marketing strategy, both online and off-line.

We developed a new logo and company identity that focused on professionalism (establishes trust and quality).  Because Schulte Roofing was so well known in the local markets, we kept the traditional color scheme to help maintain that market placement.  We intergrated the new logo and identity into a new website design, tv commercial, radio spot, billboards, signs, and truck graphics. 

On the website we placed proper on-site marketing strategies and traffic funnels.  We also integrated a CRM solution that immediately notified the sales manager of a new lead.  Leads were then assigned to the first available sales team members for immediate touch and qualification.  The CRM also calculated complex marketing reports, allowing Schulte Roofing to dedicate and allocate their marketing budget according the source of their business and to be more targeted with their marketing efforts. 

Benefits

In addition to a full company identity that stressed quality over, Schulte Roofing also enjoyed a website that accounts for over 70% of leads.  Also, Schulte Roofing was able to increase its market share by touching the new lead before other roofing firms were able to follow up.  While the average price per customer was down to external market conditions, leads were increased to make up for the loss.  Schulte Roofing is also able to make objective marketing decisions because they know exactly when, where, and from what medium their leads are generated.