Case Study - Gunner Roofing
Redefining the Roofing Industry Through Technology and National Brand Building
Overview
Gunner Roofing is a next-generation home improvement company offering roofing, siding, gutter, and window installation services. Founded with a mission to transform an outdated industry, Gunner delivers exceptional craftsmanship, an unmatched customer experience, and a technology-driven process that allows homeowners to shop, purchase, and schedule their roofing projects online from anywhere, at any time. Through the launch of its new website and patent-pending technology, Gunner has introduced a level of convenience and innovation never before seen in the roofing industry. Recognizing an opportunity to expand their brand presence nationally, Gunner partnered with 5WPR to drive media visibility, highlight their industry-leading technology, and position the company as the future of roofing.
Challenge
Gunner Roofing faced several challenges typical of companies seeking to disrupt a traditional industry. The media landscape offered few dedicated roofing reporters, limiting the volume of organic media opportunities across national, trade, and local outlets. Furthermore, because the roofing sector historically lacked dynamic news events or trend cycles, finding regular newsjacking moments required a highly strategic and opportunistic approach. Gunner's leadership team was also new to public relations and unfamiliar with the media landscape, which made early education around PR value and processes a key priority. In addition, while Gunner operated offices in Connecticut, New Jersey, and New York, the company's goal was to build brand awareness as a national roofing leader, rather than be perceived as a regional provider. Establishing Gunner as a trusted, credible name nationwide was critical to their growth ambitions.
Strategy
5WPR developed a strategic corporate communications campaign focused on elevating Gunner Roofing’s profile nationally and showcasing the brand’s unique innovations. The campaign began with an intensive media introduction effort, pitching Gunner’s leadership as expert voices in both the home improvement and business sectors. By targeting business reporters and lifestyle writers covering homeownership trends, the team was able to fill a gap in journalist networks that previously lacked strong roofing industry sources.
When significant industry moments arose, such as The Home Depot’s $18.25 billion acquisition of building materials supplier SRS Distribution, 5WPR moved quickly to insert Gunner’s expert commentary into the national conversation. As a result, Gunner secured high-impact media coverage in major outlets including Reuters, U.S. News & World Report, and Yahoo Finance, reinforcing its position as an authority in the construction and roofing sector.
In parallel, 5WPR built a strong brand narrative around Gunner’s origin story, highlighting the journey of the company’s brothers and co-founders from humble beginnings to national success. This storytelling approach led to major profile coverage, including a feature story in USA Today and a cover feature in Roofing Contractor magazine that emphasized Gunner’s technology platform and customer-centric approach. By continuously positioning Gunner’s leadership at the intersection of entrepreneurship, technology, and home improvement, the campaign succeeded in creating a differentiated and powerful brand identity.
Results
Through a combination of strategic storytelling, real-time media engagement, and executive thought leadership, Gunner Roofing achieved substantial brand visibility across key media channels. Over the course of the campaign, Gunner secured 38 media placements, including 21 executive thought leadership features in Tier 1 outlets and 14 trade publication features. The total media reach spanned over 2,000,000,000 unique visitors per month, reinforcing Gunner’s credibility as an emerging national leader in roofing and home improvement services.
Key media highlights included feature stories in USA Today, Reuters, Roofing Contractor, and Homes & Gardens, helping the brand reach homeowners, business audiences, and industry stakeholders alike. Following the release of the USA Today profile, Gunner reported a 5x increase in website traffic from across the country, a tangible demonstration of the campaign’s success in driving national brand awareness and consumer engagement.
Key Takeaways
Building a national brand presence in a traditional and underreported industry like roofing requires creativity, agility, and a sharp focus on differentiation. By leveraging Gunner’s innovative technology platform, seizing major media moments, and crafting a compelling founder narrative, 5WPR successfully positioned Gunner Roofing as a trailblazer in the home improvement space. This case study demonstrates that even industries with limited existing media coverage can achieve significant visibility and brand authority when supported by the right digital public relations strategy and an unwavering commitment to consistent storytelling.
