Building a Stronger Brand From the Ground
Overhauled BSW Roofing, Solar & Air’s marketing strategy to drive leads, boost visibility, and support growth. From a rebuilt SEO-optimized website to ad campaigns, social media, and LinkedIn lead gen — I also manage print design, trade show support, and the annual “Best of Bakersfield” campaign that’s earned them top honors 6 years running.
What we did:
The Challenge
BSW needed to elevate their digital presence to match their level of service and expertise. Their existing website was outdated, advertising efforts were inconsistent, and they lacked a systemized way to attract and nurture qualified leads online.
The Solution
We upgraded their website for performance and credibility, then launched a targeted ad strategy using Facebook and Google to boost visibility. I also built out LinkedIn automation workflows and managed their social media, giving the company a consistent and professional digital presence with minimal internal lift.
The Impact
BSW saw immediate increases in traffic and inbound leads, with cost-per-click metrics dropping and conversion rates improving through retargeted ad strategies. Their online visibility now aligns with the value they bring to clients, setting a stronger foundation for continued growth.
Completed Marketing Objectives
Below is an overview of the performance-driven marketing systems, content strategy, and paid campaigns implemented to strengthen BSW's brand presence and generate qualified leads.
"Bakersfield's Best" Annual Competition & Recognition
Each year when voting opens for Best of Bakersfield, I lead the marketing campaign to encourage customer participation and community support. Through email outreach, social media promotions, and branded content, I help drive awareness and engagement around the awards.
As a result, BSW has proudly been voted BEST Roofing Company 6 years in a row, and FAVORITE (2nd place) for Solar 2 years in a row — a testament to both their quality of work and strong customer relationships.
Thank You Message To Those That Voted For BSW
Annual Bakersfield's Best Marketing Campaign
Public Relations / Publicity Marketing
YouTube Podcast - Small Business Celebration #259
Commercial - Business Development
Ad For Homeowners With Orphaned Solar Systems
Social Media Branding
Social Media Marketing & Content Development
To maintain consistency across platforms and support both residential and commercial lead generation, I developed a content strategy for BSW Roofing, Solar & Air built around the following key content pillars:
Tradeshow Design & Support
Team Sponsorship & Signage
New Website
BSW Interactive Job Map
As part of BSW’s digital marketing strategy, I created this interactive map to showcase real roofing, solar, and HVAC projects across Kern County. Each pin represents a verified customer location, with select entries featuring photos, job details, and testimonials — helping build trust and highlight BSW’s reach and craftsmanship.
Google Business Profile & Reputation Management
Customer Review Video - Kyle Carter
Advertising
Google Ad Campaigns - Solar & Roofing
LinkedIn Lead Generation
Using the General Manager’s LinkedIn profile, we target commercial prospects by industry and role, sending direct messages with a service overview and a tailored landing page link. Every new job title we target has their own customized landing page and service details.
General Manager's Profile
Targeted Landing Page
Explainer Graphics For Social Content & Website
Blogging - Educational
Neighborhood Flyers
Solar Door-2-Door
Pardon Our Dust!
Design Work: Garces High School - Class Of 1969 Reunion Memory Book
These two projects came to me after the original vendor failed to meet deadlines and communication had broken down. Out of urgency, the owner of BSW Roofing, Solar & Air asked me to step in and take over. I managed the entire redesign on both books within an incredibly tight timeline — and the final product turned out beautifully, exceeding expectations and delivering on time for each. (Pages with personal information included like the directory have been omitted)
Garces Memorial High School - Class of 1969 Reunion Memory Book
Bakersfield High School - Class of 1969 Reunion Memory Book
Yelp! Review Is Available Below Images
I first heard about Shannon 10 years ago! But it wasn't until now that our class reunion needed help with our memory book due to a lack of ability with our photographer to get the book done right and get to print. Five months have past trying to get this done for our classmates. Shannon was recommended to me by a trusted friend in business. He was so right! Shannon saved the day. I remembered she was a graphic designer and felt she was the right person for the job. She took the messy project over, worked with the photographer to complete the book to give him a "print ready" copy making necessary changes for eye appeal and correcting his mistakes, which were plenty. The project was done quickly and competently. My classmates involved in this reunion would have been lost without Shannon. Her fee was very reasonable and she was worth every penny. Highly recommend.
© 2025 All rights reserved The Eckroth Sales & Marketing Agency, LLC