Case Study — U.S. Intec
Branding for Acquisition
And delivering a golden parachute...
After reaching almost $100 million in annual sales, the founder of this Texas-based commercial roofing manufacturer devised a bold exit strategy. Transform helped execute that strategy, leading to the successful sale of the company within 18 months.
Background
Transform had served as the company’s marketing department for five years, boosting sales year-over-year by effectively differentiating USI products from commoditized roofing materials. We focused on educating buyers about the modified polymer formulations that no other manufacturer had to offer. Linking technology, performance and value enabled USI to enjoy premium pricing and earn a reputation for the highest product margins in commercial roofing.
Our Response
Leveraging its reputation and technology platform, USI set out to launch a high-performance residential shingle brand that would stand out in an overcrowded market – AND put a target on the company’s back for acquisition by its primary competitor. Transform took point on getting the upscale Majestic® brand ready for prime time, positioned as the world’s first industrial strength roof for the home.
Execution
The new assignment extended from development of core brand elements and high-level messaging all the way to the sales toolbox. Design and production of collateral and trade show programs involved effective coordination of multiple disciplines, vendors and specifications to print brochures, sample boards, yard signs, door hangers and wrappers for every bundle of shingles delivered to the job site.
Results
The launch of Majestic Residential Roofing turned heads in the industry, bringing on board new distributors and dealers across the Southwest. Contractors signed on thanks to the comprehensive sales kit and tools tailored to upscale homeowners, custom builders and architects. First-year sales exceeded their initial projections, and within 18 months of the launch, U.S. Intec was purchased by GAF, the world’s largest provider of building materials.
Golden parachute: Delivered