We’ve all heard the saying, “It’s not what you know. It’s who you know.” Luckily for you, after more than 20 years in the industry we are in the know.
Our smart team of experts reaches out to influencers in other fields to grow our knowledge and deepen our understanding. We have our finger on the pulse of technology, but also work to connect with people in-person and bring back the human touch.
This puts us on more solid ground to build solutions with a stronger foundation and a farther reach.
TAKING AN ALLIANCE TO THE NEXT LEVEL
The Tile Roofing Institute, a nationwide industry trade association that represents concrete and clay roof tile manufacturers, roofing contractors, wholesale suppliers and complimentary component manufacturers, had a small, yet established industry presence as experts and educators. However, the organization had minimal awareness across a larger audience and its current name did not position the organization as accessible or engaging. Our goal was to create a brand framework that clearly defined the Tile Roofing Institute’s positioning as a visionary and educator for concrete and clay tile roofing in a way that identified and differentiated the organization, and defined its purpose in a compelling way that is adaptable for multiple audiences.
Function began with in-depth interviews with both manufacturers and contractors, to identify key opportunities and needs. These interviews formed our strategy and roadmap to launch the new name – Tile Roofing Industry Alliance – to convey that they are not only a resource, but a partnership working with members, builders, contractors and legislators – allies – to create change. We then developed the logo, launch event, collateral and website.
HEARING STRAIGHT FROM THE SOURCE
As a challenger brand in the ceilings industry, CertainTeed sought a differentiated approach to connect with architects and prove its expertise in acoustic design. Function developed an engaging campaign: focusing on the real-world acoustical impacts that CertainTeed’s ceiling solutions deliver to building occupants.
Kicking off at AIA, the campaign featured actors sharing the challenges of poor acoustics by way of sandwich boards with short, human-centric snippets that enticed further conversation. From the teacher who can’t be heard by her students to the doctor frustrated by distracting external sounds in patient rooms, these messages connected directly with architects on a completely different level than competitors’ features-and-benefits campaigns.
Shaking up a sterile market
Launching a product that transforms the occupant experience calls for an unconventional marketing approach. Function went beyond the boundaries of not only typical tactics, but also beyond the norms of the market to tap into new and unexpected ways to engage the audience: a food truck style road tour, a personal call to think differently about restroom wash stations, and a movement to advocate for improved health and safety.
Getting to the goods
We developed an eight-week pilot program to test messaging and creative approaches for the One Click Contractor SaaS across five key channels: direct emails, social media, and digital ads through social as well as Google’s AdWords and Display Ads network.
Once complete, we had gathered and analyzed data on millions of impressions, thousands of clicks, and hundreds of demo requests – and closed deals – to understand what was most effective. This insight allowed us to increase investment in the highest performers and provided reference points for development of future strategy and creative.
FILLING THE ROOM WITH HAPPINESS
To strengthen its contribution to community as well as the bond with the architecture industry, Hunter Douglas initiated a relationship with Ronald McDonald House Charities of Southern California (RMHCSC). Function worked with Hunter Douglas to develop a regional art contest – called “Shades of Happiness” – that invited children attending Camp Ronald McDonald for Good Times to create unique artwork which answered the question, “What makes you happy?”
Function promoted the contest via public relations and social media content, coordinated more than 200 submissions, and assembled a panel of architects, designers and magazine editors to evaluate the artwork. The winning designs were printed on Hunter Douglas window shades that were donated to Camp Ronald McDonald for Good Times. To further share the program and results, a video was produced to highlight the winners and other key participants on the camp’s opening day.
*Photos from Camp Ronald McDonald for Good Times