FS Roofing Systems

Branding & Communications Strategy

A roofing contractor that specializes in flat roof repair, replacement and construction, The Letter M team helped launch this start-up from the ground up. We even loaned them our roof for their photo shoot!

Starting with brand strategy and visual identity that reinforces quality and class in all they do, we built a solid website and suite of corporate materials. That meant cresting a steep learning curve – who knew there were so many options when it comes to a flat roof? Fortunately, learning all of the ins and outs about our clients’ businesses is one of our favourite parts of the agency gig!

Alongside some traditional print and community-based advertising, we now lead a carefully-managed ongoing digital marketing strategy designed to drum up high-probability prospects. This involves careful analysis of keywords and customer behaviours, and a 24-7 commitment to monitor and respond to weather conditions that can lead to roofing emergencies. In two years, the new business has exceeded expectations – at times requiring a retreat in advertising to calm the flow of new leads and opportunities.