Best Direct MailMARKETING
Builder/Remodeler
Bonness is a family-owned and operated, full-service paving, sitework and underground contractor serving the needs of homeowners, condominiums, businesses, communities, contractors, developers, counties and municipalities throughout Southwest Florida. Through honesty, integrity and a strong commitment to customer service, Bonness has earned a reputation for being one of the best civil contractors in the region.
Bonness hired B-Squared Advertising to create a direct mail campaign consisting of 2 specific pieces. The first targeted developers while highlighting the roadwork services Bonness offers. With playful language like “we don’t cut corners, we build them” the reader quickly learns what Bonness offers, while adding credibility to their detailed services.
The second piece targeted HOA decision-makers responsible for maintaining community infrastructure. Using the attention-grabbing headline “Potholes are a pain in the asphalt,” it established a relatable, humorous tone that opened the door for Bonness to showcase its solutions for sidewalk and roadway repairs.