Folder Focus: EAST COAST ROOFING SYSTEMS

Composite image of East Coast Roofing Systems' presentation folder superimposed on an image of roof shingles.

The off-centered (following the "rule of thirds" principle) copy; the powerful fonts; the corner-placement of the logo; the vivid contrast of the black and white text against a solid red background. Any one of these elements are, by themselves, attention grabbing. As described, one could not be blamed for assuming that such a tastefuly designed custom presentation folder is that of a company involved in any industry other than roofing. It is upon the discovery that it is, in fact, that of a roofing company — East Coast Roofing Systems in Pennsylvania — that the impact is heightened.

So intrigued and impressed were we that we contacted the owner of East Coast Roofing Systems, Zoe Boothe-Jarrett to gain insight into their approach towards an item that many in their industry consider utilitarian at best, or inconsequential at worst; and how it fits into their overall company culture.

FOLDERPRINTERS WRITERS: Please describe your company and it’s services or specialty.

ZOE BOOTHE-JARRETT: East Coast Roofing Systems is a locally owned and operated Roofing Company based out of suburban Philadelphia, specializing in roofing and gutter services. We pride ourselves on being a premier up and coming roofing company unlike any other. Founded by a local long time member of the roofing industry and a Landscape Architect, combined we have many years of experience in both the professional world and construction industries. Our goal is to bring this industry into the 21st century.

East Coast Roofing Systems was founded out of the notion that obtaining contracting services, particularly roofing, should be as streamlined and customer service friendly as shopping at the mall, attending a doctor appointment, or booking a stay at a hotel. Obtaining a reliable roof repair or replacement shouldn’t be complicated. We believe in providing customers with a world class customer service experience, exceptional installation quality, and fair pricing.

Above all, we are a team of honest down to earth people that are passionate about excellence, always learning from our mistakes, and striving to do better in every respect.

FPW: Who are your main customers?

ZBJ: Our main customers are homeowners, real estate investors, and companies looking for exceptional quality and customer service

FPW: What purpose do your folders generally serve? Is it for marketing or selling? If so, What problems or challenges in marketing, selling do the folders solve for you?

ZBJ: Folders are used within our in home sales presentations to customers for gutter and roof replacements. The folders provided by Folderprinters serve as one piece of the professional and customer service "package" that we look to embody as a company.

FPW: When do you hand them out?

ZBJ: Folders are used within our in home sales presentations to customers for gutter and roof replacements.

FPW: What items do you put inside the pockets?

ZBJ: Contents depend on the product being sold, however they typically contain information about our company, process, manufacturer information, warranty information, and product sample information.

FPW: In this digital, internet age, why use analog presentation folders?

ZBJ: Good question. The home service industry is undoubtedly transitioning to become more digital. We have a large digital presence in and out of the customer's home. In addition to the folders, we use a tablet, drone, etc while on site with the customer. We see the folder as being a way to "double down" with customers. It will sit on their kitchen table, they will feel its quality, it is one more touch during the sales process.

FPW: Who designs your folders?

ZBJ: I do.

FPW: What was your aesthetic philosophy or aim in coming up with the final design.

ZBJ: The home services industry lives in the 17th century from a design perspective, we want to bring it up to speed. Punchy design language that speaks to brand and concept clearly without distraction. The tasteful, timeless, black dot on the white wall.

FPW: Do you know if your competition also employ the same type of folders?

ZBJ: Some do, but in our opinion they are not of the same quality.

FPW: Are these your first professionally printed folders? What made you decide to go with Folderprinters?

ZBJ: Yes, price.

FPW: Did you look at other folder sellers’ websites? What made you choose us?

ZBJ: Yes, numerous. Price. The design and layout of the Folder Printers website feels outdated.

FPW: What was your experience using the website? Was it easy to use?

ZBJ: Moderately easy to navigate. "Average"

FPW: Did the final product meet your expectations?

ZBJ: It exceeded them.

Inside panels of East Coast Roofing Systems' custom presentation folder.

Our Takeaway

It is no secret that the home improvement repairs and contractors industry, to which roofing belongs, does not enjoy a sterling reputation. From this interview, it is abundantly clear that East Cost Roofing Systems is doing their part in improving and elevating their profession's standing among consumers.

That a company would strategically put time and effort into producing a tasteful marketing collateral piece is quite telling of its attention to detail and doing things the right way; attributes of a service company that help inspire the public’s trust and confidence in it. Indeed, if we as a leading producer of custom presentation folders that has produced for many within their industry, was impressed, then we can only imagine the positive effect on East Cost Roofing Systems' actual prospective clients.

Finally, we find it quite ironic that not more roofing companies subscribe to and practice the same philosophy regarding aesthetics as it relates to their marketing materials. Because they are, to a great degree, involved in aesthetics, given that a house’s — or any structure’s — roof is part of its design, beauty and appeal.