After creating a targeted Hispanic Business Strategy for USG-Sheetrock, Santiago ROI developed a multi-phased Marketing Strategy as a roadmap to achieve growth in market share and Hispanic contractor sales.

Based on detailed insights into the mindset of Hispanic pros and consumers, Santiago ROI anchored the Marketing Strategy in relationship-building between USG brands and Hispanic Contractors, Remodelers and Do-It-Yourselfer’s.

The rationale behind this relationship-building strategy was to lay the groundwork for valuable long-term communications, brand building and ongoing product offerings with Hispanic customers.