Gibby.

Case study

Miracle Truss

Built the full marketing engine — brand, lead gen, social, print & digital collateral, and paid advertising — so a technical steel kit sells with clarity.

Topenga House — a finished Miracle Truss steel building framed by hills and outdoor living space

The challenge

Miracle Truss sells something most people buy once in a lifetime: a hybrid steel truss building kit. The engineering is strong. The use cases are wide — garages, shops, hangars, barns, barndominiums, commercial structures. But high-consideration buyers do not purchase steel frames the way they buy a commodity SKU.

They need to understand clear-span capability, DIY assembly realities, customization paths, and whether the company behind the kit will still be there when the build gets complicated. When the product is technical and the decision is emotional, marketing has to do more than decorate the brand. It has to create demand, earn trust, and hand sales better conversations.

My job was to build the marketing operation end to end — so prospects found Miracle Truss, understood the offer, and moved toward a quote with confidence.

What I built

I owned and built marketing across the business — not a single channel, the full system:

  • Brand & message — positioning, voice, and “Putting You In Control Of Your Build” as the through-line for every touchpoint
  • Sales leads — website forms, quote paths, planning tools, and nurture that fed the sales team with clearer, warmer inquiries
  • Social presence — ongoing content and community storytelling that kept projects, product education, and brand personality visible
  • Digital & print collateral — sales leave-behinds, brochures, proposal support, product sheets, and kits sales could use in real conversations
  • Paid advertising — campaigns that put the right offer in front of the right buyer across digital (and supporting print where it mattered)
  • Website & content — site storytelling, galleries, project narratives, FAQs, and product messaging that convert interest into action

The approach

I treated marketing as a sales partner. Creative direction, lead generation, social, collateral, print, and paid media all had to point at the same outcome: a buyer who is ready to talk.

The through-line became a customer-facing promise: Putting You In Control Of Your Build. That line is not decoration. It organizes the site, social content, ads, sales materials, and the tools people reach for before they call.

Clarify the offer

Miracle Truss is a family-run, veteran-owned American manufacturer shipping kits nationwide. The brand needed to sound like that — grounded, capable, human — while still translating open-web steel, pitches, bays, and finish options into language a do-it-yourselfer or general contractor can follow. That clarity showed up in paid ads, organic posts, print pieces, and sales decks the same way.

Show the outcome, not just the frame

Projects make the engineering real. A black charcoal shop with deep overhangs. A white hillside retreat with glass and outdoor dining. A polished clear-span garage with black trusses and wood decking. A classic red barn with white trim. Those visuals became social proof, ad creative, website heroes, and print inspiration — the same kit language becoming hangars, mancaves, and finished homes.

Black Betty — project storytelling that works on the site, in social, and in sales leave-behinds.

Dustin’s Shop — clear-span proof customers can picture before they commit.

Build tools that create and qualify leads

Complex products lose buyers in the middle of the journey. The 3D building designer, planning kit, quote CTAs, and follow-up content were designed as lead systems: help prospects visualize early, ask better questions, and arrive to sales prepared — not overwhelmed.

3D Building Design Tool — a practical bridge from curiosity to a sellable conversation.

Keep every channel close to the decision

Inspiration cannot sit three clicks away from the ask. Galleries, project narratives, social posts, paid creative, FAQs, print collateral, and sales contact points shared one message so desire and next step stayed in the same conversation.

Allen’s Georgia Gambrel — heritage form, custom finish, unmistakable presence.

Idaho Steel Barndominium — proof that “kit” can still mean distinctive and finished.

A familiar barn silhouette — built with modern hybrid steel confidence.

The outcome

Marketing became the growth engine, not a side desk. Lead quality improved because messaging, ads, social, and collateral prepared people before they called. Sales had tools they could use. The brand had a shared language for growth: control, clarity, and a build path people can actually take.

Clarity turns a technical product into a story customers can trust — and a lead sales can win.

When the work is doing its job, a visitor can land on miracletruss.com, see what is possible through social and paid touchpoints, pick up collateral that reinforces the same story, and take the next step — without needing a translator for every specification.