On Target Advertising and Marketing Services281.444.4777
William Shaw & Associates

Guerilla Marketing for a Small Company

Situation
In late 2005, Bill Shaw of William Shaw & Associates (WSA) retained On-Target! to help him with his marketing. They were struggling to compete in the high-end remodeling market. Due to budget constraints, $30k per year for all marketing expenses, On-Target! initially focused on re-branding the company. On-Target! continues to support WSA to this day.

Strategic Creative
Since WSA had weak marketing materials, On-Target! developed a new logo, identity package, brochure, signage, etc., to improve their conversion ratios.

As WSA closed more high-end deals, the next phase was to target homeowners near their new job sites. Luxury hotel style door hangers introduced WSA as jobs were started and before-and-after postcards followed upon completion. On-Target! also rebuilt the WSA website to assist in lead capturing.

WSA capitalized on the healthy market in 2007 as the above strategies paid big dividends. By 2008, WSA was ready to get aggressive and add $38,000 to their annual budget. On-Target! weighed the market and identified an effective channel, Playbill Magazine. Patrons of the arts were ideal targets for inner-loop, high-end remodeling projects. Season ticket holders boasted annual incomes in excess of $358k. The challenge was getting results quickly through a magazine where the readers are unlikely to be in a “buying” state of mind. Our creative strategy? We themed the ads to the performances to engage the audience, then highlighted key benefits of choosing WSA to remodel their home.

Primary channels: Direct marketing, Sales Materials, Signage, Email Marketing, Community newsletters and sponsorships, Playbill Magazine.

Outcome
WSA more than tripled in growth and solidified a reputation as one of the premier remodeling companies serving inner Houston.

Awards
STAR AWARDS
• Best Website 2007, 2009
• Best Direct Mail 2007, 2008
• Best Print Ad 2007, 2008
• Best Brochure 2007

HOUSTON’S BEST/PRISM AWARDS
• Print Ad of the Year 2012
• Marketing Campaign of the Year 2012
• Direct Mail of the Year 2012
• Website of the Year 2010, 2012