When the investors in a drain-cleaning franchise in Minnesota decided to leave the fold and form their own plumbing company, they needed a high-impact and memorable marketing program that could quickly create a strong brand identity.
Enter Paul Bunyan Plumbing & Drains, which completely embraced the beloved Minnesota legend on every level of an integrated marketing plan, from vinyl vehicle wraps, technicians’ uniforms and invoices to direct-mail campaigns, a website, and radio and television commercials.
Established in October 2019 in New Hope, a northwestern suburb of Minneapolis, the company had to quickly make a significant branding statement. Why? It effectively was starting from scratch, given that franchise regulations barred it from telling potential customers it used to be another plumbing company, says Tom Gehle, general manager.