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.

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 approached our advertising agnecy, 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.

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. As their marketing agency  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 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.

Audio spot created for the campaign.

Icon, smallest element of the full logo.

Home of the BulletProof Roof Guarantee® logo.

Logo used for commercial type of work.

The most common configuration fo the logo, known as Classic view. 

Full logo with all the elements.

Drawing on local media partners to amplify the event.

Team photography used for social media and the basis for other creative work.

Google local business presence for each of the physical locations. Reputation management in addition to local SEO amplified the brand’s reach and conversion rate.

Broadcast TV spot featuring the brand’s founder and USP.