When we first began working with Red River Roofing in March of 2022, one of the first things that stood out about the company was their longevity. Red River had been installing and repairing roofs, windows, doors and more for over 20 years. However, their brand appearance also showed those 20 years. It was due for an update.
Red River’s brand was stretched across several entities – Red River Roofing itself, as well as their window arm: MaxView Windows, and their siding department: WallMax Siding. We saw this as an opportunity to consolidate this house of brands into one “branded house,” allowing Red River’s reputation to benefit its window and siding operations while avoiding brand dilution and customer confusion. We set to work redesigning their logo, combining the disjointed branches of the company into one clear entity and creating concepts for their overall brand position – one of longevity, strength and unwavering attention to detail.
In our meetings with Red River, it became clear that their attention to detail, their unparalleled level of training and certification, and their tireless insistence on doing every job right were their strongest differentiations from the competition – competition that often prioritizes expediency and profits over everything else. Since our audience was primarily families, we created a campaign featuring a young Red River technician in the making: Reed. If anything comes across in these spots, it’s that while this kid may be a tad incorrigible, he sure knows his stuff – just like Red River.
Website Design & Development
When we took the reins on Red River’s site, it was a sprawling, interwoven web with dozens upon dozens of pages. All this content was well-intentioned. It was packed with information, diagrams, PDFs, blogs, links and everything else under the sun that might help a home or business owner understand the importance of quality roofing – but it had also become difficult to navigate, and lacked an enticing call-to-action to help get new customers engaged.
We undertook a massive reorganization and simplification of the content, created a shorter URL, brought the MaxView Windows and WallMax Siding under the Red River umbrella, re-wrote every last page with search engine optimization in mind, and launched an impressive new site in a matter of months after our very first meeting with Red River.
Part of our website design and development efforts with Red River included not only search engine optimization, but paid search through Google Ads to help bring Red River to the top of search results. The combination of search engine-optimized content and streamlined paid search through Google Ads led to staggering results. Within a span of three months, clicks shot up 104% and conversions rocketed by more than 150% – while the cost for those conversions was reduced by more than 50%.
Costs Per Conversion Down
Social Media Reach
We all know that social media is one of the most important, time-sensitive places to engage with customers, change minds and maintain your brand. For Red River, we handled customer engagement, reputation management, posted five times per week and reported analytics to the client regularly. It’s a lot of work, but it has certainly paid off. In fact, we were able to outperform Red River’s entire 2021 social results in one single quarter of 2022 – and do it with 24% fewer ad dollars!
impressions up 319%
Engagements up 245%
Potential Leads up 983%
Video Views up 1879%
With a brand refresh and logo redesign, re-working collateral is inevitable. For a company that uses many pieces of collateral as part of its daily operations – from vehicle wraps and folders to flyers and yard signs – having these materials in-hand the same day as the new brand launch is crucial. Liquid Media put all hands on deck to redesign and deliver every last piece of collateral.
Want results like these?
The sooner the better.