---
title: Citadel Roofing & Solar Branding & Marketing Success
description: Discover how Palmer helped Citadel Roofing & Solar rebrand, stand out in California’s solar market, and increase sales by $19M over four years.
image: https://www.palmeradagency.com/hubfs/Web%20Pages/Case%20Studies/Baker%20Electric%20Solar/casestudy-listingpage-baker-solar.jpg?noresize
---
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# CITADEL ROOFING & SOLAR CASE STUDY
### How Palmer helped increase sales by $19 million over four years
### The Challenge
California residential solar installer Citadel Roofing & Solar needed a way to stand out in a crowded market.
### The Goal
Rebrand Citadel Roofing & Solar to identify and then market its unique value to increase business.
### The Solution
Palmer implemented its proven process including brand messaging, creative development and a go-to-market strategy.
## THE RESULTS
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## THE CHALLENGE
In 2018, favorable state policies and high energy costs made California’s residential solar market one of the largest and most competitive in the U.S. Palmer was challenged with the task of rebranding Citadel Roofing & Solar to create differentiation from other home solar installers and then marketing their unique value to generate leads and meet sales goals.
## THE SOLUTION
Palmer took Citadel through its entire process, from branding to go-to-market strategy, to drive brand awareness and generate leads. We found Citadel’s unique value was helping families to “be empowered” in the face of escalating electric costs by becoming more energy independent. After completing the re-brand, Palmer implemented a Go-To-Market Strategy to capture and nurture leads.
## GO-TO-MARKET STRATEGY
We incorporated Citadel’s unique marketing position into a comprehensive guide for all of their branded communications and marketing. We drew from this document to create a go-to-market strategy to generate immediate leads through paid digital tactics. Over the course of four years, we also implemented longer-term solutions including a workflow to nurture leads that did not go solar immediately, inbound marketing to generate organic leads and SEO to increase organic rankings on search engines like Google.
- [Digital **](https://www.palmeradagency.com/case-studies/citadel-roofing-solar#tab-1)
- [Print ** ](https://www.palmeradagency.com/case-studies/citadel-roofing-solar#tab-2)
Branding | Lead Generation | Strategic Development | Email Marketing | Video | Ebooks | Ads | Website Development | Display Banners | Social Ads & More
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Brochures | Direct Mail / Postcards | Office Letters & Envelopes | Print Ads | Retargeting Web Banners | Infographics | Social Ads & Blog | Direct Mail | Ebooks & More
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Door Hangers | Yard Signs | Trailer Wraps | Tradeshow Booths
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## THE RESULTS OF OUR PARTNERSHIP WITH CITADEL ROOFING & SOLAR
By 2023, Citadel became the 11th largest U.S. residential solar installer.
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*We engaged with Palmer in 2018. They implemented their methodology of developing brand strategy, creative development and a Go-To-Market strategy that encompassed inbound and outbound marketing to generate leads that would convert to sales. The strategy worked and we are now a leader in the residential solar space and poised to grow more.*
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Aaron Nitzkin – Vice President – Citadel Roofing & Solar
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*The Palmer team is highly skilled and professional, while also being genuinely kind and easy to work with. I especially appreciated their adaptability and “can-do” attitude, even during challenging industry changes. Their strategic and collaborative approach makes them a trusted partner for any business looking to enhance its marketing efforts.*
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Alma Kullenstein – Senior Marketing Manager
## Contact us for a free consultation!
[](https://www.palmeradagency.com/)
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