Schebler
Brand Building
How we fabricated a brand and built a marketing machine for a leading manufacturer
INDUSTRY Manufacturing
SERVICES
The Challenge
Schebler Chimney Systems is a leading manufacturer of prefabricated exhaust systems and engineered stacks for schools, hospitals, data centers and other commercial buildings. Part of The Schebler Company, which has been a prominent Quad Cities business for 130 years, Schebler Chimney had a long and impressive history and sterling reputation — but they lacked a strong marketing presence. They needed to articulate their brand value and build a marketing operating system to bring that brand to life. The ultimate goal was to improve their brand impression and awareness and create the marketing foundation to support ongoing business growth.
Projects
- Market Research and Messaging Foundation
- Go-to-Market Strategy and Marketing Plan
- Websites
- Brochures, Sales Sheets and PPT Decks
- Content Creation (Blog Articles, White Papers, Newsletters)
- Webinar Promotion
- Product Naming
- Sub-Brand Launches
- Corporate Branding
- Product Messaging
- Tradeshow Assets
- Paid and Organic Social Media Management
- Digital Advertising and Lead Generation
- Company Video
- Marketing Automation and Email Workflows
- HubSpot Consultation
- Customer and Employee Gifts
- Internal Communications and Recruiting Support
- Office Interior Décor
3
Three companies were supported with cohesive, connected but distinctive marketing efforts
4
We developed or updated four distinct websites to support company goals
60+
We completed over sixty creative, strategically aligned projects in four years
The Solution
Pepper Group began by understanding Schebler Chimney’s market, identifying the company’s target audiences and key stakeholders and establishing a strategic brand messaging platform that represented their brand, both past and future. We conducted an in-depth review of all their existing marketing content, sales tools, plans, documents and presentations; conducted one-on-one interviews with select rep agencies and customers; and led a discovery meeting with Schebler leadership. Only then did we get to work creating the messaging.
We tapped into the long-respected Schebler identity for inspiration, as well as its factory-produced chimney systems — a unique selling point compared to competitors that build systems in the field (an inferior approach due to variable quality control and compliance). The resulting theme was “The Certainty of Schebler” and spoke to the true difference that Schebler offers: the certainty of unmatched quality, expert customization and exceptional support. First used on their website but broad enough to be applied across all their touchpoints, including social media, digital, sales collateral, case studies and white papers, “The Certainty of Schebler” became a consistent message on which a powerful brand was built.
A new website introduced “The Certainty of Schebler” to the market and became the hub of many communication efforts.
The new brand unified sales collateral, presentations, technical brochures and more under one cohesive message.
Articles, whitepapers, webinars and more establish Schebler Chimney Systems as an expert in their industry.
A robust content calendar ensures social media posts are consistent and valuable to Schebler’s audience, supporting organic engagement and leveraging paid efforts when appropriate.
With the strategic foundation in place, we used our Revenue Tower® framework to develop a comprehensive tactical plan to drive brand awareness and growth for Schebler Chimney Systems. Over the years of our partnership, we have helped Schebler Chimney expand its marketing efforts, add new products and brands, like CryoDuct™, to its portfolio and increase efforts to support lead generation, sales efforts and customer retention. Together, we develop goals and strategies to guide each year’s marketing plan, working closely to continue to build the brand and measure results.
The brand foundation for Schebler Chimney supports sub-brands that can have their own identity tied to the parent brand. The CryoDuct™ brand launched in 2024 as “A Schebler Chimney Systems Innovation.”
Due to the enthusiastic customer and team member reception to our work, we have expanded our relationship to support marketing and communication needs for The Schebler Company, including a new website, internal communication, branded interior décor, HR and recruiting support and PR support when the company announced its transition to an Employee Stock Ownership Plan (ESOP) company. We developed a line, “Made in America by a Dedicated Team of Employee-Owners,” that is used across Schebler businesses to highlight their commitment to U.S. manufacturing and employee ownership.
Pepper Group also provides strategic and tactical marketing support for Schebler Specialty Fab, another business within Schebler that provides unmatched custom and production metal fabrication services, as well as field fabrication services for a broad range of industries and facility types. We helped the company overhaul its website with a more powerful brand message and develop an awareness and lead-generation program to launch its highly differentiated laser cutting capabilities.
Over time, we have helped Schebler create an overall brand approach that connects each business while allowing them to highlight their unique voice and value in their different industries. This foundation provides limitless opportunities for supporting business growth through virtually any marketing tool, aligned with a marketing strategy that is designed to support the company’s business goals.
Key Results
- The company continues to grow, supported by strong marketing efforts integrated with sales.
- Internal and external communication and branding are aligned and consistent, creating a powerful presence across businesses and verticals.
- Schebler has a full-service, flexible, strategic, proactive marketing team with support that can easily scale with new business opportunities.
Pepper Group is the best of the best! Everything we do is carefully thought through, with a good reason for why we are going to do it. There is a long-term plan as well as a short-term plan. It is a pleasure to work with them. They think outside of the box to come up with creative solutions!
—Matt Anderson | Vice President of Marketing & Product Development, The Schebler Company
