The owner of Just Sprinklers had a vision to grow his sprinkler company and capitalize on market share; while at the same time, increase the tight profit margin within this cutthroat industry. Between landscaping companies, sprinkler companies, grounds keepers, and the “Big Box” home improvement stores; competition is fierce, and margins are slight. Just Sprinklers had to differentiate themselves from the rest of the pack; and so they teamed up with Rome & Gold Creative to carve out a niche in the oversaturated greens industry.

Green grass in the desert? A lush, outdoor living area amidst the sagebrush? Conserving water, and creating a flowering paradise? These are among the many paradoxes facing sprinkler companies in New Mexico. We definitely had some hurdles to overcome.

We defined two conflicting “pushes” among consumers: the push for water conservation, and the push for a more lush home environment. Rome & Gold Creative pursued a strategy that would allow Just Sprinklers to capitalize on both fronts. Our Strategy was to employ advertising directed toward homeowners in order to gain mindshare and position Just Sprinklers as the experts of water conservation and proficient irrigation systems that are so vital to outdoor life. We implemented a new message: “Where we live….Every Drip Counts" conveying the core values of the company. Every employee of Just Sprinklers also became a uniformed water saving technician, who arrived in huge, clean, branded trucks; thus creating buy-in at every level, including internally, to the company’s vision and increasing the perceived value and expertise of the field personnel.