Solid Paint is a small residential and commercial painting service based in the Portland metro area. Despite building a successful foundation based on word-of-mouth promotion, the company's business continues to ebb and flow, primarily thanks to quiet winter months and peak summer months, respectively.

As the final Capstone project of my Strategic Communication program, I chose to craft a comprehensive communications campaign for Solid Paint, focusing heavily on the gaps in their digital presence and building a more reliable, year-round marketing funnel.

I was first tasked with conducting extensive primary and secondary research, including a survey of 191 homeowners, landlords, and property managers in Oregon and SW Washington. Using the data from my local consumer research, combined with broader consumer studies, I provided strategic recommendations for Solid Paint's brand positioning, key channels for growth, and lead generation.