STORY

Four Twelve Roofing

Established in 2013, the Four Twelve team sought to bring a better standard of roofing services to the greater Baltimore area. Driven by an entrepreneurial spirit, they recognized the potential effective marketing strategies could have for their business. In December 2018, our work began with the Four Twelve team. 

Initially, we laser-focused on helping define Four Twelve’s social media presence within a crowded and competitive space. However, as their marketing needs expanded, we adapted to meet each challenge that came. 

In the time since, Urban Ignite has helped lead Four Twelve’s marketing charge, one that has firmly planted them at the top of Baltimore’s roofing industry. They’ve repeatedly been recognized as one of the fastest-growing companies in the Baltimore metro area and one of the 150 fastest-growing companies in the entire nation.

Initially, we laser-focused on helping define Four Twelve’s social media presence within a crowded and competitive space. However, as their marketing needs expanded, we adapted to meet each challenge that came.

In the time since, Urban Ignite has helped lead Four Twelve’s marketing charge, one that has firmly planted them at the top of Baltimore’s roofing industry. They’ve repeatedly been recognized as one of the fastest-growing companies in the Baltimore metro area and one of the 150 fastest-growing companies in the entire nation.

Web/Social/Print/

Photography/SEO

Website Revamp

Social Media Templates

Content/Media Production

SEO

Client Guide Book

Event Materials

CHAPTER 1

Problem

Four Twelve was breaking into a competitive industry. As a newer company, they were going up against those who had been working in the space for decades. They knew their quality of service was excellent, but to be successful, they’d have to leverage smart marketing strategies to gain the upper hand against legacy companies. 

Solution

To help Four Twelve gain the edge, we deployed a multifaceted marketing approach. This included website revamps a massive SEO content page that quadrupled the total page size of the website, consistent video and photo content, distinct branded print materials, and a comprehensive push for social media presence across multiple channels. 

CHAPTER 2 : DIGITAL

On-Going Website Development

To help Four Twelve standout in a legacy industry, we honed in on building a website that was distinct, content-rich, and reinforced their brand identity with every element utilized. Over time, we went through two adaptive complete rebuilds as their branding evolved. In addition to revamping the aesthetic, functionality, and copy on every existing page, we’ve added over 150+ full pages to the website. Ranging from detailed service pages to landing pages tailored to lead generation, this massive content push has helped Four Twelve’s SEO to skyrocket.

On-Going Social Media

To maintain a connection to their audience, we tailored Four Twelve’s social media feeds to reflect their practices as a business. We prioritized thoughtfully designed posts that showcased project highlights, features with team members, and customer testimonials. Our content made use of branded elements to help deliver a unified, professional feel to each social media feed, which helps drive engagement. Text for each post was tailored to communicate the Four Twelve voice, ensuring more brand cohesion.

(In yellow box) Our social media strategy is focused on consistent output. We take the time and care to schedule posts, and pair expertly crafted text with excellent visual content.

 

Examples of Four Twelve’s Instagram account managed by Urban Ignite.

CHAPTER 3 : CONTENT MEDIA

Videography

For businesses in competitive industries, videography is a dynamic tool that can serve as promotional and ad material, work showcases, client testimonials, and insights into company values. With Four Twelve, we’ve built content that is flexible enough to be used across a variety of platforms. Project showcases feature on-site drone footage to cinematically capture the scale of projects. Our features with Four Twelve team members help the audience connect with the team and gain new insights into their process as a business. Each piece of content is spread to get the most value, which helps ensure a cost-effective marketing strategy for Four Twelve.

CHAPTER 4: PRINT

Marketing Materials

Four Twelve has a distinctive and strong brand, but were without the proper materials to fully showcase their brand identity. Our graphic design team helped put together a variety of physical marketing materials. Each design was creatively leveraged to maximize space, draw attention, and build connections with potential clients. Professional, aesthetic business cards help the team stand out when meeting with customers. Mailers, fliers, and yard signs help quickly spread Four Twelve’s reputation around local communities.

CHAPTER 5: CONTENT MEDIA

Photography

Part of our push for original content was to upgrade the quality of job site photos available to Four Twelve, as well as content that lets clients familiarize themselves with the fantastic team at Four Twelve Roofing. Our photographers were able to provide high-quality photos to be used both for website content and to supply posts for social media. Original photography is a huge boost for small businesses because it helps provide SEO impacts as opposed to simply using stock across your website.

“Urban Ignite has done an excellent job with all aspects of our marketing – they’ve helped us re-do our website, create original video/photo content, social media marketing, and design.. I would highly endorse them to any small business interested in a local marketing company.”

Sam F, Partner

CHAPTER 6

Results

Original video content is incredibly important to cultivating brand identity, and it has been a hugely beneficial means of communicating the work Four Twelve does to potential clients. Drone footage of in-progress and completed projects helps showoff the fantastic quality of work Four Twelve completes. Recently, Urban Ignite’s video footage has helped document the founding of the Baltimore Roof Trust, a foundation established by Four Twelve to deliver one or more free roofs to Baltimore locals in need each year. Video content has allowed us to communicate the values of Four Twelve as a company.

SEO

24/1,800

EST. ORGANIC TRAFFIC

$3/$37,800

EST. TRAFFIC VALUE

127/668

KEYWORD GROWTH

Google Analytics

1,106/4,308

SESSIONS

60.67%/1.46%

BOUNCE RATE

67/105

GOALS COMPLETED

Social Media Marketing

342/442

FACEBOOK TOTAL LIKES

25k/211k

REACH

92/192

ENGAGEMENT

STORY

Four Twelve Roofing

Established in 2013, the Four Twelve team sought to bring a better standard of roofing services to the greater Baltimore area. Driven by an entrepreneurial spirit, they recognized the potential effective marketing strategies could have for their business. In December 2018, our work began with the Four Twelve team. 

Initially, we laser-focused on helping define Four Twelve’s social media presence within a crowded and competitive space. However, as their marketing needs expanded, we adapted to meet each challenge that came. 

In the time since, Urban Ignite has helped lead Four Twelve’s marketing charge, one that has firmly planted them at the top of Baltimore’s roofing industry. They’ve repeatedly been recognized as one of the fastest-growing companies in the Baltimore metro area and one of the 150 fastest-growing companies in the entire nation.

Initially, we laser-focused on helping define Four Twelve’s social media presence within a crowded and competitive space. However, as their marketing needs expanded, we adapted to meet each challenge that came.

In the time since, Urban Ignite has helped lead Four Twelve’s marketing charge, one that has firmly planted them at the top of Baltimore’s roofing industry. They’ve repeatedly been recognized as one of the fastest-growing companies in the Baltimore metro area and one of the 150 fastest-growing companies in the entire nation.

Web/Social/Print/Photography/SEO

 

Website Revamp

Social Media Templates

Content/Media Production

SEO

Client Guide Book

Event Materials

 

CHAPTER 1

Problem

Four Twelve was breaking into a competitive industry. As a newer company, they were going up against those who had been working in the space for decades. They knew their quality of service was excellent, but to be successful, they’d have to leverage smart marketing strategies to gain the upper hand against legacy companies. 

Solution

To help Four Twelve gain the edge, we deployed a multifaceted marketing approach. This included website revamps a massive SEO content page that quadrupled the total page size of the website, consistent video and photo content, distinct branded print materials, and a comprehensive push for social media presence across multiple channels. 

CHAPTER 2: DIGITAL

On-Going Website Development

To help Four Twelve standout in a legacy industry, we honed in on building a website that was distinct, content-rich, and reinforced their brand identity with every element utilized. Over time, we went through two adaptive complete rebuilds as their branding evolved. In addition to revamping the aesthetic, functionality, and copy on every existing page, we’ve added over 150+ full pages to the website. Ranging from detailed service pages to landing pages tailored to lead generation, this massive content push has helped Four Twelve’s SEO to skyrocket.

On-Going Social Media

To maintain a connection to their audience, we tailored Four Twelve’s social media feeds to reflect their practices as a business. We prioritized thoughtfully designed posts that showcased project highlights, features with team members, and customer testimonials. Our content made use of branded elements to help deliver a unified, professional feel to each social media feed, which helps drive engagement. Text for each post was tailored to communicate the Four Twelve voice, ensuring more brand cohesion.

(In yellow box) Our social media strategy is focused on consistent output. We take the time and care to schedule posts, and pair expertly crafted text with excellent visual content.

CHAPTER 3: CONTENT MEDIA

Videography

For businesses in competitive industries, videography is a dynamic tool that can serve as promotional and ad material, work showcases, client testimonials, and insights into company values. With Four Twelve, we’ve built content that is flexible enough to be used across a variety of platforms. Project showcases feature on-site drone footage to cinematically capture the scale of projects. Our features with Four Twelve team members help the audience connect with the team and gain new insights into their process as a business. Each piece of content is spread to get the most value, which helps ensure a cost-effective marketing strategy for Four Twelve.

CHAPTER 4: PRINT

Marketing Materials

Four Twelve has a distinctive and strong brand, but were without the proper materials to fully showcase their brand identity. Our graphic design team helped put together a variety of physical marketing materials. Each design was creatively leveraged to maximize space, draw attention, and build connections with potential clients. Professional, aesthetic business cards help the team stand out when meeting with customers. Mailers, fliers, and yard signs help quickly spread Four Twelve’s reputation around local communities.

CHAPTER 5: CONTENT MEDIA

Photography

Part of our push for original content was to upgrade the quality of job site photos available to Four Twelve, as well as content that lets clients familiarize themselves with the fantastic team at Four Twelve Roofing. Our photographers were able to provide high-quality photos to be used both for website content and to supply posts for social media. Original photography is a huge boost for small businesses because it helps provide SEO impacts as opposed to simply using stock across your website.

“Urban Ignite has done an excellent job with all aspects of our marketing – they’ve helped us re-do our website, create original video/photo content, social media marketing, and design.. I would highly endorse them to any small business interested in a local marketing company.”

Sam F, Partner

CHAPTER 6

Results

Original video content is incredibly important to cultivating brand identity, and it has been a hugely beneficial means of communicating the work Four Twelve does to potential clients. Drone footage of in-progress and completed projects helps showoff the fantastic quality of work Four Twelve completes. Recently, Urban Ignite’s video footage has helped document the founding of the Baltimore Roof Trust, a foundation established by Four Twelve to deliver one or more free roofs to Baltimore locals in need each year. Video content has allowed us to communicate the values of Four Twelve as a company.

SEO

24/1,800

EST. ORGANIC TRAFFIC

$3/$37,800

EST. TRAFFIC VALUE

127/668

KEYWORD GROWTH

Google Analytics

1,106/4,308

SESSIONS

60.67%/1.46%

BOUNCE RATE

67/105

GOALS COMPLETED

Social Media Marketing

342/442

FACEBOOK TOTAL LIKES

25k/211k

REACH

92/192

ENGAGEMENT

Anna

As a Design Specialist for Urban Ignite, Anna Hughes works to create stronger visual aesthetics for client brands via web design and development, social media template design, print collateral, and a variety of other design-centric projects. Her goal is to craft successful, direct, and on-brand design materials to help companies better communicate their mission and purpose. Anna brings thorough experience in print-based projects, giving her a tangible understanding of typography and layout design. Anna works to clearly and creatively communicate a client’s message. 

 

Anna earned a BFA in Graphic Design from Messiah University. She is a huge fan of hiking, running, kayaking, and anything that involves plants and the autumn season.

Brady

Brady Stafford works as a Copywriting Specialist for Urban Ignite, helping clients shape their narrative, tell their story, and expand their portfolio of SEO-driven written content. His copywriting appears on website and landing pages, blog posts, social media posts, and email campaigns. Brady utilizes SEO practices to drive traffic while still creating informative, narratively compelling content across different mediums. 

 

Brady received a BA in History with a minor in Journalism from the University of West Virginia. Several of his historical essays were published by the University. Outside of work, Brady is an avid musician who fills much of his time listening to or playing music. He is also a travel aficionado who enjoys rock climbing and mountaineering (which are different!). Having completed all of his targeted summits on the East Coast, he hopes to conquer Mt. Rainier in Washington and Mt. Denali in Alaska in the future.

Emily

Emily works as a media specialist for Urban Ignite, focusing on videography in production, pre-production, and editing. She uses her skills as a storyteller to visually communicate the stories of our clients and their work, using creativity, problem-solving, and technical knowledge to guide her projects. She graduated from Goucher College with degrees in both Communications and Philosophy, with her philosophical studies amplifying critical analysis and writing skills as well as a love for questioning and research. What she loves most about her career as a videographer is the opportunity to learn a variety of niche knowledge about the different subject matters of her videos. 

 

Outside of work, Emily enjoys painting psychedelic geometric artwork, watching action films, reading science fiction, and learning about history, places, and trivia on Wikipedia. She has a bearded dragon named Franco and sometimes they eat kale together. She plays the piano once a year.

Steven

Steven Quinones works as a Media Specialist at Urban Ignite, balancing pre-production, media shoots, and post-production work. Steven often works directly with clients for on-site shoots, and is an expert at setting the scene and guiding participants through the process. His goal is to help you feel comfortable in front of the camera, and his guidance can help make even your shyest team member feel like a star. Steven previously worked in a professional photography studio for four years, as well as spending for years in a sales position. His freelance work has included music videos, wedding videography, and more. 

 

Steven has travleed and lived across the country, being born and raised in Nevada before making his way to Maryland. He embraces the experience of meeting new people, and connecting with artists in the places he visits. He is a huge fan of stand-up comedy, with Theo Von and Mark Normand among his current favorites. Steven will be the first to tell you that Mexican food is the best of all foods.

Elijah

As Director of Media, Elijah’s goal is to cultivate an environment of collaboration through media production, driving storytelling for clients through excellent photo and video content. They have worked freelance as a cinematographer and editor, whose previous clients include the Chemistry Department and Cell, Molecular, Developmental Biology, and Biophysics Doctoral Program at Johns Hopkins. She also works as an adjunct professor at UMBC for photo and video classes. Elijah received her Masters of Fine Art from the Intermedia + Digital Art Program at UMBC, and her Bachelors of Fine Art in Digital Media from Youngstown State University.

 

Outside of work, Elijah spends time on her own bodies of artistic work, focusing on the act/actions of surveillance, as well as notions of memory, nostalgia, longing, and personal identity. They enjoy, as many do, video games, films, tv shows, but also engage in several hobbies focusing around dilapidated and obsolete technologies, like utilizing VHS camcorders, 8mm/16mm found films, and post-apocalyptic costume making.

Tarah

As Urban Ignite’s Director of Design, Tarah Maxsell is your visual design expert. Her work touches nearly every creative process at our firm, from logo and branding design to web layouts, social media templates, and everything in between. Her process is one of intentionally seeking out beautiful solutions to all of your design challenges. Tarah’s work has been recognized by Out Of Home Today (OOH Today) for excellence in outdoor advertising. 

 

Tarah received a BFA in Fine Arts with a focus on Graphic Design from Messiah University. Tarah enjoys anything she can outside, as well as ceramics and interior design. You’ll most often find her with her husband Nick and their Goldendoodle Wesely.

Christian

As the Director of Web Content, Christian Fuller helps execute your digital marketing strategy through compelling websites, engrossing written content, and an intricate knowledge of best SEO practices. Christian oversees all web design and written content creation projects, helping ensure the final product delivered to you is spectacular. 

Christian believes that content writing is essential to building the narrative of a business. He puts the work in to help your brand find its tone and voice so you can speak the language of your audience. Copy should always grab attention, and communicate something valuable. He helps you find the perfect sweet spot. 

His web design experience allows him to guide our web team efficiently through the process, accounting for elements like the flow of content, website interactivity, and mobile optimization. Christian believes a strong website is an invaluable marketing tool and helps clients execute their creative vision. 

Christian brings 5+ years of copywriting, web design, and SEO experience to the table. He earned his BA in English from the University of Maryland. Outside of work, he is a frequent traveler and camping enthusiast, creative writer, and super fan of anything horror or punk music-related.

Leigh

Leigh Engelke is our coordinator-in-chief as the Operations Director, ensuring everything runs smoothly and efficiently. She is the primary point of contact for clients, addressing their day-to-day needs and communicating new project details to internal staff. Leigh ensures nothing slips through the cracks, and that content output is consistent. She is also responsible for internal procedures at Urban Ignite, helping everyone stay on track and adhere to company policy. 

 

Leigh believes that clear, transparent communication is the key ingredient in a successful business relationship. She wants every client to have clarity on the progress of projects, and be able to communicate any concerns as they arise. Leigh is here to take care of our clients, and she’s excellent at it. Fostering a healthy working environment where employees are free to communicate their feelings is also essential Leigh as Operations Director. 

 

Professionally, Leigh brings experience working with the Maryland Department of Social Services, where organizational efficiency was crucial. Her decade-plus experience in the food service industry gives her excellent personability, knowledge of task management, and the ability to keep up with the fast-paced needs of clients. 

 

Leigh earned a BS in Psychology from Goucher College. When she’s not managing operations for Urban Ignite, you can find her hiking, painting, crocheting, practicing yoga, or just hanging out with her cat and best buddy, Rex.

Jordan

Jordan Fuller is the Founder and Creative Director of Urban Ignite. He works with clients and the team to help drive the creative vision of each project. 

 

Content creation has always been at the core of Jordan’s identity, starting with home movie production at the age of 6 and video editing at 14 for his YouTube channel. He took an optimistic approach, teaching himself web design in case the YouTube channel found success. While that project never achieved virality, it gave Jordan the tools to lay the foundation Urban Ignite would be built upon. 

 

Urban Ignite began with clients in the construction and home remodeling industry, and managed to grow as a trusted digital marketing firm despite its small team. In the early days, Jordan saw the negative effects overworking can have on a team’s creative output. As such, the workplace model was readjusted to focus on efficiency and work-life balance. This model includes industry-competitive pay while maintaining a 30-hour work week. 

 

Jordan is a creative repository for clients, helping them dream bigger when it comes to content and marketing strategies. 

 

In his free time, Jordan enjoys a good concert, nature walks, video games, meditation, or exploring local events across Baltimore. He also loves collaborating with others to make art, whether it’s at work or for personal projects. He is the host of local “house shows” which have showcased local musicians at the Urban Ignite office space for eight years running.