Realigning a construction company with it’s core audience.
When a residential construction service was looking to grow their remodeling sales, we came to a crucial “aha” revelation. The brand was historically masculine and technical, with it’s marketing geared towards men, but nearly every inbound sales call they received was from women. We began working with the organization to uncover the motives and desires of their newly-discovered core demographic.
We found that most of their customers were mothers and grandmother’s seeking to update their homes for the purpose of hosting their children and grandchildren. We identified the most common concern was how long the updates would disrupt their ability to host. We worked together to adjust the marketing based on these desires and concerns and created the slogan “Every Room is a Family Room”.