Challenge
Solution
Our Fractional Chief Marketing Officer (CMO) engagement began with an in-depth exploration of Nastase’s brand, culture, and competitive landscape. We defined the company’s personality as a “Caretaker” brand and developed the memorable tagline “Worry-Free Exteriors” during a StoryBrand workshop. Nastase’s meticulous quoting process became a key differentiator and was named the “No Surprises Guarantee.”
Although new company names were considered, the leadership team ultimately chose to preserve the family name, grounding the rebrand in its legacy. Collaborating with a local design studio, we created a bold, refreshed visual identity while the AltCMO team built a new, user-friendly website that shared their new messaging.
Simultaneously, we launched a small advertising campaign to capitalize on recent hail storm damage, incorporating digital ads, educational handouts, email, and social media marketing. This initiative offered potential customers assistance with roof inspections and navigating insurance claims, positioning Nastase as a trusted partner.
Following the rebrand, we created new customer touchpoints to elevate the residential experience, revamped commercial proposals, and implemented an Account-Based Marketing (ABM) strategy to drive the company’s commercial sales efforts.
Results
The “Worry-Free Exteriors” tagline quickly became a unifying rallying cry for the Nastase team, influencing decision-making in customer service, quality control, equipment investments, and safety protocols. This philosophy empowered the company to deliver an elevated customer experience that set them apart in the market.
While the rebranded look is visually striking, it is the credibility it conveys—paired with refined messaging—that truly distinguishes Nastase from other residential contractors attempting to compete in the commercial space. With their newly established identity, Nastase planted their flag as Omaha’s leading exterior contractor, making everyone else catch up to them.
The updated brand and messaging have also significantly bolstered the leadership team’s networking efforts, opening doors to partnerships with new commercial real estate developers. These developers, impressed by the “Worry-Free Exteriors” promise, are now selecting Nastase for projects outside the traditional contractor selection process.
In addition, the impromptu hail storm campaign generated over 125 qualified leads, with an acquisition cost of under $100 per lead, and the company’s project backlog is at an all-time high.
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After
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Before
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