Home of the BulletProof Roof Guarantee®

Background.

When most people think ‘roofing’, they conjure images of underpaid laborers doing a mindless job. They think of storm-chasers exploiting disaster and providing lukewarm quality that’s vulnerable for the next storm. Since 1994, Schulte Roofing, a multi-generational, family-owned company, has brought a fresh perspective on craftsmanship and integrity to the table, solidified with a simple statement: “a commitment to excellence.” Founder David Schulte came to us with an unbreakable pledge, “There are no holes in our installations or the guarantees that back them up”.

Schulte Roofing needed to distinguish itself from a sea of competitors while shifting the perception of an entire industry. To do this the roofing company covered one of the most fundamental gaps that existed in the category: protecting homeowners when dealing with a warranty claim.

Challenge.

One core issue with the roofing industry is that many firms are aimlessly swimming about in a sea of sameness. They all propose similar claims and many express themselves with similar colors, messages, and even branding.

When Schulte Roofing came to us, they had not quite differentiated themselves from the competition. They didn’t have something that would stick in the minds of residents and business owners throughout Bryan-College Station and Texas A&M University.

We needed Schulte Roofing to resonate with the communities where they worked in an unforgettable manner, all while accelerating brand awareness by explaining the subtleties of the roofing process and how Schulte Roofing covers the homeowner, no matter what.

Campaign.

Winning hearts and minds hinges on building a level of brand trust that can span multiple generations; this was the core driver of our multi-year campaign strategy. We needed to find new whitespace where the brand could spread its message to an audience that didn’t fully grasp the importance of quality craftsmanship in roofing.

The first step was to tie the Schulte Roofing brand to a unifying concept that was steeped in the local community and its traditions. Facing a high education curve, we then immersed the audience in multi-channel messaging that extended beyond the brand’s digital channels.

From multiple vantage points, our campaign solidified Schulte Roofing’s position with a singular, catchy statement, “Home of the BulletProof Roof Guarantee®”. We ultimately trademarked the phrase, defending against its use in digital campaigns from competitors, as well as Schulte Roofing.

We then crafted the USP into a catchy jingle, paying close attention to how we can make the brand’s key differentiator playfully stick in the minds of our audiences. Taking a page from consumer psychology, we matched the brand concept to clever wordplay and a sing-along tune and we reiterated a popular message that could move through the community organically and exponentially.

Call it ‘calculated cheesiness’ but the addition of the character BulletProof Bob, holding his trademark guns that would fire off in ad spots along with the jingle, also resonated with the local audiences. It wasn’t all showmanship either, as the BulletProof Roof Guarantee® gave homeowners a powerful warranty that simply wasn’t full of holes, and it became the company’s USP.

We followed up by reaching Schulte Roofing’s entire service area with the brand’s jingle, its trademark, the signature red trucks, a revamped website, building signage, shirts, TV and radio spots, and event collateral.

Results.

Our campaign positioned Schulte Roofing as the industry leader. We not only removed much of the competition from their service area, but we also replaced them. And Schulte Roofing’s market share of their local service area grew from 21% to over 74% (by volume). After conducting a series of sample polls throughout the local area, we found that 95% of the audience knew the USP “Home of the BulletProof Roof,” the jingle, or the signature gunshots.

We also discovered that the jingle was a popular and catchy hit. Mothers and fathers in the service area, for example, told us how their kids would sing the jingle in their car on the way to school. Members of the local community were singing the jingle as a ritual and as jokes between themselves in their daily lives. We understood that we were building deep relationships by interjecting a brand touchpoint as a local tradition and habit. This was the brand awareness that self-propelled outside of any standard advertising campaign, and it was key to winning hearts and minds. Overall, we doubled their revenue year-over-year during the four years running the campaign, helping Schulte Roofing in its rise to become a top 100 roofing company by revenue in the USA.

FIVE

Schulte Roofing and the “Home of the BulletProof Roof” USP captured that all-valuable real-estate in the minds of consumers across the service area. Our broadcast spots on TV and radio allowed the catchy jingle and BulletProof Bob to integrate the brand into the fabric of the community. We revamped the brand identity and branding to match the USP and the fun, memorable concept, all while expanding Schulte Roofing’s web presence with a website, CRM/ERP, collaboration stack, search (local, organic, and paid), social, influencers, and sales enablement.

ONE

To differentiate the brand in a sea of competition, we structured and executed the entire campaign based on the strength of our single, unifying concept. We inundated the “Home of the BulletProof Roof Guarantee®” vision into the campaign strategy, bringing Schulte Roofing to consumers in a clear, easy-to-remember manner.

TWO

The campaign turned the Schulte Roofing brand into a popular community staple, deepening relationships with key individuals in the existing service area and beyond. From radio spots in the car to the brand’s amplified presence online, communicating the brand’s industry-leading USP, we helped the Schulte Roofing brand grow in revenue, doubling it year-over-year during the four years.

Additionally, by connecting with consumers through a campaign steeped in local tradition, we cultivated the multi-generational customers that will prove essential in scaling demand and increasing loyalty.

The Work.

The campaign generated millions of impressions in earned media, user engagement with the AR experience, and sweepstakes entries. Both Jägermeister and our team at Foundry512 are thrilled with the results. This campaign is proof that our teams are equipped to excel at all types and sizes of projects, no matter the challenge or complexity.