Roofing — a concept campaign
Ironwood Roofing
After a storm season, the question is not whether to sell a roof — it is whether the homeowner trusts who looks at it.
Ironwood Roofing is a fictional business. This concept exists to show how we think and what we build — the strategy, the piece, the routes, the tracking, and the report — not to claim a result.
Strategy
What the campaign is for.
Every campaign starts as a set of written decisions — made and agreed before creative begins, so the piece has a job instead of a vibe.
- Objective
- Generate post-monsoon inspection requests on streets with visible storm exposure and aging roofs.
- Audience
- Owner-occupied homes on routes with roofs in the replacement window, concentrated where crews already work.
- Offer strategy
- An inspection with a documented report — high perceived value, no pressure, and it earns the right to quote.
- Creative angle
- Substantial and evidentiary. Heavier stock, structural typography, and photo-documentation language.
The piece
What lands in the mailbox.
Both sides at 6.25 × 11 inches — flat size for USPS EDDM — with the endorsement, indicia, and simplified address block a saturation piece has to carry. License and permit fields are set FPO and filled at production; phone numbers and domains are reserved test values, not working contacts.
Ironwood Roofing · 6.25 × 11 in EDDM flat · 111# cover, uncoated · front · specimen — fictional client, FPO fields set at production
The offer side — built to be read in the three seconds between mailbox and recycling bin.
Ironwood Roofing · 6.25 × 11 in EDDM flat · 111# cover, uncoated · back · specimen — fictional client, FPO fields set at production
The address side — the teaser beside the postal block is the reason to flip the card, and the message half restates the offer for the reader who starts here.
Distribution
Where it goes, and why those streets.
Owner-occupied homes on routes with roofs in the replacement window, concentrated where crews already work.
Route selection is the decision that most determines whether a mailing pays. We choose carrier routes with you against your real service area and crew capacity — not a zip-code blast, and never more volume than you can serve.
ironwoodroofingaz.example/inspect
Ironwood Roofing
Monsoon season leaves evidence. We document it.
Free documented roof inspection
Mention code ROOF-DOC
or call (602) 555-0117
The landing screen the QR code opens — the same offer as the piece, which is what ties a scan back to a mailbox.
Tracking
How a response becomes a number you can check.
Tracked number per drop plus a scan-to-book inspection page; inspection outcomes reconcile back to routes.
The offer on the piece and the offer on the landing page are the same offer — that continuity is what makes the response attributable. Tracking is live and tested before the first piece drops; if response can’t be measured, the campaign doesn’t go out.
Reporting
What the report answers.
Inspections requested by route, how many produced documented findings, and how many became quoted work.
Forged Results— campaign report
Ironwood Roofing
Roofing concept campaign · Illustrative 30-day window
Concept report — fictional company, illustrative figures, not a client result.
- Pieces mailed
- 6,2001
- Tracked calls
- 482
- Inspections booked
- 223
- Quotes issued
- 113
- 1 Example USPS source
- 2 Example tracked source
- 3 Example client-reported source
Every figure in a real report carries the same kind of source label — what USPS documented, what a tracking number recorded, and what you told us. An estimate is never presented as a measured result.
Next step
Want this built for your market?
Tell us your trade and service area. We’ll come back with routes, offer direction, and the break-even math for your business.
The plan costs nothing and carries no obligation.