Focused field guides for home service character campaigns.

These pages support one route to market for Shinobi Strategy. They are practical campaign guides for home service teams, not the boundary of the company.

Ridge the mountain goat roofing foreman on a rain-wet roof

Roofing · Ridge

Your mascot is already on every truck. Put it in every feed.

Roofing brands spend years building a recognisable character for trucks, yard signs and door hangers, then post stock drone footage that looks identical to the three competitors in the same zip code.

Frost the arctic hare inspecting rooftop air equipment

HVAC · Frost

Two seasons, one character, sixty pieces of content.

HVAC marketing lives and dies on two peaks a year. Most companies scramble for creative in May and again in October, and the brand looks different every time.

Valve the beaver operating a valve in an industrial pipe room

Plumbing · Valve

Nobody wants to think about plumbing. A character makes them remember you anyway.

Plumbing is bought in a panic. The company people call is the one whose name and face they already half-remember from somewhere.

Scout the mongoose inspecting a residential crawlspace

Pest Control · Scout

A character can say the thing customers are too embarrassed to ask.

Pest control creative is either clinical or gross. A brand character can handle an uncomfortable subject with humour without making the company look unserious.

Electrical · Amp

Safety is a hard sell. A trusted face makes it easier.

Electrical work is invisible and expensive. Customers need a reason to trust the estimate before they read it.

Grove the elk reviewing plans in a modern garden

Landscaping · Grove

Show the result before the customer can imagine it.

Landscaping sells a transformation people cannot picture. Static before-and-after photos undersell the work.

Rebuild the ram leading recovery work in a storm-damaged room

Restoration · Rebuild

The calmest voice in the worst week of someone's year.

Water, fire and mould restoration is sold in an emergency. Tone matters more than production value, and most restoration ads get the tone wrong.

Torque the badger testing a garage door mechanism

Garage Doors · Torque

One product, endless everyday moments.

Garage door companies sell a single considered purchase and a lot of repairs. The creative usually shows the door and nothing else.

Tide the heron reviewing water samples beside a modern pool

Pools & Spas · Tide

Sell the season, not the chemistry.

Pool companies talk about equipment and chemicals. Customers are buying a summer.