Brand Development – Room By Room

Case Study Samples (Click to Enlarge): 

How do you create a unique brand and jump start awareness of a little-known Chicago area home remodeling business in a down market, facilitate more sales and provide a sustainable model for future growth?

Challenge

In 2009, a new home remodeling business called TS Ventures professed little business activity, despite a series of ads in Chicago area newspapers.  We countered with a brand development program triggered by a new company name and graphic identity that was far more current and relevant to its expertise, followed by an integrated brand awareness communications campaign.

Solution

First, we developed the company’s new brand: Room By Room Total Home Remodeling (RBR).  We also developed a new logo, along with a more contemporary look and feel to their identity.  Then, armed with some market research on likely buyers, we developed a more sophisticated series of ads which honed in on couples in certain regions of the city and two affluent suburbs.  Since our research also determined that the kitchen and bath were the most likely areas of the home to be remodeled, our brand development campaign included special kitchen and bath promotions.

A website which houses a 60-second commercial and videos of RBR’s remodeling projects was also created, giving potential customers a look at the complete remodeling process – from beginning to end.  Other key pages included quick before-after examples and a page which outlined the company’s promises (their service guarantees). The ads and the company blog, which typically features how-to type information, drew their audience to the site, while flyers, door hangers and car and yard signs helped increase their brand awareness in the targeted areas.  

Recently, a producer for DIY Network’s Kitchen Crashers scouted the Chicago area for remodelers to participate in their episodes.  Based upon the strength of the company’s Facebook, YouTube and website content, the producers chose RBR as the lead contractor to host their series.