Four Twelve Roofing

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. So, 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 to be expanded, we adapted to meet each challenge. 

In the time since, Urban Ignite has helped lead Four Twelve’s marketing charge, which 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 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 working in the space for decades. They knew their quality of service was excellent, but to be successful, they’d have to leverage intelligent marketing strategies to gain the upper hand against legacy companies. 

Solution

We deployed a multifaceted marketing approach to help Four Twelve gain the edge. 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 3 : PRINT

Marketing Materials

Four Twelve has a distinctive and potent brand but lacks the proper materials to showcase its brand identity fully. 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 customers. Mailers, fliers, and yard signs help quickly spread Four Twelve’s reputation around local communities.

CHAPTER 2 : DIGITAL

On-Going Website Development

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

“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 4 : 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. As a result, 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 instead of simply using stock across your website.

CHAPTER 5 : DIGITAL

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.

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 5 : 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. The project showcases feature on-site drone footage to capture the scale of projects cinematically. 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 content is spread to get the most value, which helps ensure a cost-effective marketing strategy for Four Twelve.

CHAPTER 4

Results

Original video content is significant to cultivating brand identity and 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 show off the fantastic quality of work Four Twelve ends. 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. In addition, video content has allowed us to communicate the values of Four Twelve as a company.

SEO

+ 0 %
EST. ORGANIC TRAFFIC INCREASE
+ 0 %
EST. TRAFFIC VALUE INCREASE
+ 0 %
EST. KEYWORD GROWTH

Google Analytics

+ 0 %
EST. SESSIONS INCREASE
- 0 %
BOUNCE RATE DECREASE
+ 0 %
GOALS COMPLETED INCREASE

Social Media Marketing

+ 0 %
FACEBOOK TOTAL LIKES
+ 0 %
REACH
+ 0 %
ENGAGEMENT