Westlake Royal Building Products
When Westlake Royal Roofing Solutions sought to position themselves as more than a product provider, they partnered with True to help them show up as a community partner in times of crisis. We recognized that developing comprehensive marketing response strategies for extreme weather events matched their mission and impact was the right move, ultimately offering them a competitive advantage.
Our team conducted an AMMO discovery session to identify critical insights into Westlake Royal Roofing Solutions’ challenges. By analyzing market challenges—limited awareness of metal roofing, regional inconsistencies, and the lack of emotional brand connections with audiences—True saw a strategic opportunity in community impact. No competitors were prioritizing this communication strategy, offering Westlake Royal Roofing Solutions a competitive advantage. The AMMO assessment showed that while WRRS leaned on sales-driven growth, they lacked the marketing framework to be seen as a trusted crisis resource.
“True’s AMMO process transformed the way our sales and marketing teams collaborate. By providing a clear framework, it aligned our teams around shared customer insights, leading to more targeted messaging and highly effective campaigns.
Beyond fostering a new level of collaboration, the AMMO process empowered us to proactively address our customers’ seasonal challenges. By working closely with True, we developed highly impactful, multi-channel campaigns that captured customer attention in new ways and met them at critical points in their buying journey. True guided us in crafting compelling messaging, a robust digital strategy, and both digital and print assets well in advance, ensuring that sales were properly equipped with the right tools at the right time. —Crysta Hailes
True developed marketing toolkits for several disaster scenarios (hurricane, tornado, wildfire, flooding, and hail damage) that included messaging, social media content calendars, PR templates, sales materials, and ad creatives that could be activated within hours of a natural disaster. The ready-to-deploy marketing materials not only provided timely support but strengthened WRRS’s emotional connection with homeowners and contractors.
The program’s success extended beyond crisis management, with partnerships with Habitat for Humanity and American Red Cross, positioning WRRS as a committed partner in every season. This initiative streamlined WRRS’s disaster response capabilities and turned crisis moments into opportunities for authentic brand building and community support.
of marketing toolkits for various platforms that could be used before, during and after extreme weather events
strategically elevating WRRS’s emotional connections with homeowners and contractors alike
transformed crisis moments into opportunities for authentic brand building and community support
