4R Fences and Patios is a small North Texas fence and patio building company. They wanted to target middle to higher income homeowners, but the competition was steep. The market was saturated with so many options, allowing audiences to price shop. So we needed to find a way to force the audience to make a choice. Our positioning needed to separate 4R from the other options.

I analyzed their primary audience to find the market needs a brand they can trust. Homeowners don't just want a good deal, they want to know the builders care just as much for their home as they do. So I created a guide that included tone of voice to be straightforward, reliable, assertive, and genuine. Then I created a social campaign they can easily recreate with out my help, and produced some professional ads to get them the attention they deserve.

For video, I knew just talking about the quality of their work wouldn't be enough, even though their quality is the best in the area. Patio and fence work is an emotional purchase. It needs to stand up to Texas weather. But more than that, it needs to support your family. So I grabbed the drone and a bunch of old nostalgic videos of families in their yards and told the story we all know well. Home.

I used the video to garner likes and follows and A/B tested audiences. Then used those audiences to create target segments to push lead gen. Now, John gets about 5-10 leads a month on a small business budget.