“Blade exceeded our expectations and delivered a new brand look and feel for our firm that was outstanding. The brand videos they’ve created for us have been excellent and have generated business for us.” — Joe Ferrier, President

Moving Up Case Study

Crown Industrial Roofing


The Challenge

Roof Repair and Replacement

The folks at Crown Roofing have spent years building a reputation as experts in flat, industrial tar-and-gravel roofs. In fact, that’s all they do. The problem is, how do you tell every plant manager and business owner in the Toronto region that you’ve got them covered for roof repair and replacement, without causing the phone lines to light up with homeowners — that you can’t help — calling about their leaky shingled roofs?

The Strategy

The Gritty Authentic Story Wins the Day

Blade went right to the roof to get the story on hot tar and gravel. We created a steamy, gritty video that showed Crown Roofing demonstrating their unique expertise in gravel roofs. Then we built out a search marketing campaign and multi-media strategy around this content, and some equally hard-hitting ads, that hammered home the message: If your roof is flat — not shingled — call Crown for inspection, repairs, or replacement.
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The Result

More Leads from the Right Prospects

When it rains, it rings… the hotline at Crown Roofing, that is. And, thanks to Blade’s careful tailoring of the message, the media plan, and the key search terms, the calls are most often about flat roofs. This keeps Crown Roofing on top of their game.

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