When two of the largest builders in the state of Wisconsin planned to merge — thereby becoming the largest builder in the state — there were two very real, very considerable challenges this presented.
First, the innate perceptions of “big builders” — and the attendant consumer skepticism which would be compounded by the new partnership. You see, people tend to think that, when it comes to homebuilding, “big means bad” — and using marketing communications to solve this problem had been a historical problem for the existing brands (with track records of incredibly low quality perceptions).
Hence, for a number of reasons (including the noted perceptual challenge), Shine recommended the creation of a new brand. This, in turn, created our second challenge: Maintaining high consideration and lead volume for a truly “new” (read: unknown) brand. Meaning we needed to build a high-meaning, high-impact campaign that would drive awareness and consideration — fast — for the newly combined organization to fuel post-merger growth.
“I didn't realize how different an ad agency could be until I started working with Shine. They cut straight to the point, roll up their sleeves and I think they've even swung a hammer or two over the years for us. In the end, their objective is the same as yours: Build sales.”