Creating Community

How many regional brands can say that they made guest appearances on CNN, Fox, NBC, and especially the local news outlets at scale? How many brands can hear their jingle chanted by over 6,000 fans at nightly collegiate baseball games? This is what happens when your goal is to turn an industry-favorite into community leaders, and not conquerors.

Background.

How many regional brands can say they’ve made appearances on CNN, Fox News, and NBC or had their jingles chanted by thousands at collegiate baseball games? Schulte Roofing’s “Creating Community” campaign achieved this and more, turning an industry favorite into a beloved community institution. With decades of success and a reputation for quality, Schulte Roofing partnered with us to elevate its brand to a multigenerational legacy deeply woven into the fabric of the Brazos Valley.

Challenge.

Schulte Roofing’s leadership in the local roofing industry attracted imitation, with competitors mirroring their branding and chipping away at their hard-earned trust. The challenge was clear: strengthen Schulte Roofing’s identity by emphasizing its unique connection to the community, while creating initiatives that competitors couldn’t replicate. This required fostering multigenerational relationships and solidifying Schulte Roofing as a trusted, irreplaceable leader.

We developed a campaign that highlighted Schulte Roofing’s local roots and deep community ties, leveraging partnerships, events, and creative storytelling to foster authentic connections.

To build lasting relationships, we partnered with local influencers, media outlets, and organizations to execute a variety of high-impact initiatives, from fundraisers to record-setting events. Highlights included helping Schulte Roofing create a 21-foot gingerbread house for a St. Joseph’s Hospital fundraiser, earning them a Guinness World Record.

We also established relationships with editors and publishers to secure ongoing press coverage for these events, amplifying their impact. Across all initiatives, the message was clear: Schulte Roofing isn’t just a service provider, they’re a cornerstone of the community.

Campaign.

Through the discovery process, we explored and mapped Schulte Roofing’s local community relationships and identified why the brand resonated better than the competition. From this vantage point, we could develop a campaign that tapped into these relationships through partnerships and special events.

We sought out key brand partners and micro-influencers in the Bryan-College Station area and executed a range of creative projects and fundraisers for charitable and other youth organizations. For example, we helped Schulte Roofing with a 21-foot high gingerbread house for a regional St. Joseph’s Hospital fundraiser, which earned them a place in the Guinness World Records.

We also built exclusive relationships with press and publishing partners, establishing relationships with editors and publishers who would cover these events and share the brand’s messages and local community heritage across local, regional, and nationwide channels.

Results.

Community Impact: Raised over $1 million for local organizations and projects, solidifying Schulte Roofing’s reputation as a committed community partner.
Media Exposure: Achieved widespread coverage, including appearances on CNN, Fox News, NBC, and local news outlets. Annual earned media coverage totaled over $20,000 in value, highlighting the brand’s innovative and community-focused efforts.
Online Engagement: Online engagement surged by an astounding 4,500%, with increased interest in Schulte Roofing’s services and a growing online audience.
Social Media Reach: The campaign generated 380,000 YouTube views, with social media posts averaging 4,000 shares each, further embedding the brand into the community conversation.
Awards and Recognition: Schulte Roofing received accolades, including the Best of Brazos Valley Award, a Readers’ Choice Award, and their Guinness World Record for the gingerbread house.

“Creating Community” was more than a campaign, it was a movement that strengthened Schulte Roofing’s role as a trusted leader and beloved community member. By focusing on meaningful connections and authentic outreach, the campaign not only grew the brand but also left an indelible mark on the hearts of the Bryan-College Station area.

FIVE

The ‘Creating Community’ campaign was the fulcrum for five touchpoints designed to interact with consumers directly and deepen the relationship between Schulte Roofing and the community where they work. Whether sponsoring community events, hosting our own company events, or volunteering with local organizations, we put boots on the ground and brought the brand message directly to audiences in a relevant, uplifting manner.

Likewise, a widespread media and public relations tour, coupled with influencer reach, was paramount in our effort to connect with broader communities and create the foundations for lifelong relationships with the brand.

ONE

From the community events to influencer and media outreach, the unifying strategy behind the ‘Creating Community’ campaign was to a deep and wide presence in our community, and to ingrain the brand to multigenerational members throughout our service area. Emphasizing our local roots was key, and we made sure the community knew we were local and that members of their own community were employed at Schulte Roofing.

TWO

By tapping into the community and shaping multigenerational relationships between Schulte Roofing and consumers, we were able to achieve a 450% increase in online engagement through media partners such as CBS News, The Guardian, and CNN Business. The campaign also reached 380K views on YouTube and over 4k shares (on average) on each post through media partners. We were also able to garner nationwide media placement on Reuters, Fox News, CNN, and US Today with our special events, such as the Guinness World Record Gingerbread House. In the wake of the campaign, we also received several requests from media partners to appear as a guest contributor or subject matter expert.