BlueTarp Financial is a client in a category of its own. Literally.
They are the only provider of in-house credit department management that is 100% dedicated to the building supply industry. That's a mouthful, and that was the problem. BlueTarp needed a position that let trade dealers (a historically slow-to-change industry) know there was a new way of doing business that was better for them and their business in the long run.
Small Mammal was asked to help out with simplifying and telling their story to lumber dealers, drywall dealers, stone dealers, all of the dealers across the US that keep the construction industry moving.
In developing the BlueTarp brand, it was important to present a complicated and typically untrusted industry in a way that family run middle-American businesses would find approachable. So clean bright colors and simple iconic shapes set the visual tone and information was broken down into simple bite-sized pieces to help simplify how the program works.
Building on the general design, a completely new adaptive website was constructed from UX up. Built with easily swappable modules and clear informative visual tools, the web relaunch became not just a great sales tool, but also began to serve as the portal for the actual BlueTarp software and billing tools.
With the base building blocks in place, BlueTarp was ready to reach new audiences. Small Mammal worked closely with them to target everything from print, digital and direct mail vehicles, to sales presentations and pop-up tradeshow experiences–each with its own way of demonstrating how BlueTarp really could help a business “Change their trade credit, for good.”
Since the campaign launch, BlueTarp has seen 30% revenue increase YoY and has gone from low awareness to the highest unaided awareness among creditors to their target (Mar 2015 study), all while continuing to increase page views, time-on-site and leads directly from the new bluetarp.com.