That 1 Painter

Brand Strategy
Website
Consumer & Franchise Lead Generation

about

That 1 Painter came to Joieful when the home services company was at a real plateau. At the time, they’d been in business for nine years and wanted to break past their seven-figure sales. Before discovering Joieful, they’d spent money with agencies that had very little in the way of ROI reporting. Still, That 1 Painter’s goal was to begin a successful franchising operation within a year, and they knew they needed a look that conveyed their transformative services more clearly, as well as a proven advertising plan that would actively support both their corporate and franchise locations.

But when it came to competition, That 1 Painter wasn’t just up against big-franchise chains like CertaPro or Wow 1 Day Painting. The Austin-based company was also battling local contractors willing to charge lower prices in order to scoop up more jobs.

LIVE
WEBSITE

Through an immersive discovery process, Joieful was able to guide That 1 Painter’s team toward an eye-catching brand aesthetic that would speak directly to the company’s targeted persona. This allowed That 1 Painter to distinguish itself from competitors whose branding typically appeared more corporate and impersonal (complete with transactional messaging and pushy sales tactics).

Joieful’s reimagined branding strategy centered on a That 1 Painter website experience that blended an easily accessible tone with a sense of friendly familiarity: the kind customers would usually get from local contractors. This interactive style was then balanced out by a set of detailed pages outlining That 1 Painter’s exceptional suite of home services, each on par with nationally recognized brands.

The result was a memorable, on-brand site that faithfully demonstrated the company’s vision as well as its singular commitment to customer satisfaction––all while highlighting its broader mission of compassionate charity delivered on a global scale.

performance marketing

Upon foundation of That 1 Painter’s new brand strategy and look, Joieful provided creative direction through video shot listing, graphic design ideation, and copywriting that spoke to target consumers.

Upon foundation of That 1 Painter’s new brand strategy and look, Joieful provided creative direction through video shot listing, graphic design ideation, and copywriting that spoke to target consumers.

7
locations where the growth marketing program was rolled out
186.5%
increase in job estimates within 1 month of program launch

Then, we set up a multimedia ad buying program to educate customers on That 1 Painter’s range and quality of services. This resulted in service overview ads as well as ads for individual services that were spotlighted by the That 1 Painter team as being primary value drivers. From month one, our campaigns set record-breaking revenue (as compared to the previous nine years of business).

Learning from this success, we began to drill down into the highest-performing services for each That 1 Painter territory to optimize ads by geolocation.

Soon, That 1 Painter had all the tools they needed to begin franchising, and Joieful supported That 1 Painter in rolling out the branding and marketing for a total of seven locations. This work included managing SEO, advertising, developing the company’s franchise website, and offering strategic advice.

11%
Ad conversion rate
183%
increase in corporate location revenue compared to prior year
186.5%

increase in job estimates within 1 month of program launch

7

locations where the growth marketing program was rolled out

Then, we set up a multimedia ad buying program to educate customers on That 1 Painter’s range and quality of services. This resulted in service overview ads as well as ads for individual services that were spotlighted by the That 1 Painter team as being primary value drivers. From month one, our campaigns set record-breaking revenue (as compared to the previous nine years of business).

Learning from this success, we began to drill down into the highest-performing services for each That 1 Painter territory to optimize ads by geolocation.

Soon, That 1 Painter had all the tools they needed to begin franchising, and Joieful supported That 1 Painter in rolling out the branding and marketing for a total of seven locations. This work included managing SEO, advertising, developing the company’s franchise website, and offering strategic advice.

11%

Ad conversion rate

183%

increase in corporate location revenue compared to prior year