• Disrupt. Surprise and Delight.


    Welcome to Draper DNA

    Shawn Draper

    Lead Strategist


    Albert Einstein said "The definition of insanity is doing the same thing over and over again and expecting a different result.”


    At Draper DNA, we like to challenge conventional thinking using a working knowledge of the job site (three generations), a mix of new and traditional ideas, and a drive for simplicity for our home and building products clients.


    Our experience in leading marketing innovation is second to none –

    • We embrace disruptive marketing to propel our clients to the top of mind, market, and wallet 
    • We are leaders in social media influencer programs with architects, designers, and consumers
    • We leverage marketing technology for geo-targeting, lead generation, and selling to your customers

    Draper DNA is breaking new ground as we enlist lean business principles and the latest in demand generation to benefit our clients.


    We are entrepreneurs that believe there is a better, faster, less expensive way of achieving your goals.


    Here are a few powerful tools and examples of them at work

    BLITZ Social Influencer Program


    Enlist expert bloggers to promote your products across their social media channels through our influencer BLITZ Programs. Reach specialty audiences in architecture, interior design, kitchen + bath, luxury, and outdoor living markets. Engage our Ambassador Program to establish dedicated relationships with the leading influencers in your market.

    MOMENTUM Social Media Marketing


    Build or remodel a manageable, targeted social media program to meet your specific objectives with MOMENTUM. Begin with proper channel selection, curated content editorial calendars, and unique campaigns to introduce a new product or demonstrate thought leadership. Each of our programs provide the best available measurement and reporting to assure you are meeting your objectives.

    STORYLINE Content Marketing


    Tell the story of your people, products, and purpose through a well-defined content marketing strategy and plan. Connect with your customers and prospects through the use of insightful infographics, compelling editorial, and engaging video. Create and publish thought leadership white papers, industry and product specific ebooks, and promotional webinars as a part of your inbound marketing efforts.

    CONNECT Lead Generation Campaigns

    Create, launch, and track your new product launches, promotions, trade shows, and events campaign across online, offline, mobile, and social channels all on one integrated platform. Be faster and less expensive than the traditional individual build and manage campaigns. Receive complete program measurement and reporting to assure your highest ROI.

    BULLSEYE Digital Marketing


    Design your digital marketing to reach your customers through their laptops, tablets, and smartphones at the time they are making their buying decisions. Utilize the combination of responsive design and geo-targeting as the foundation of your mobile marketing strategy. Augment these programs with advanced, automated email campaigns. Wrap all this together with detailed measurement and reporting.

    And more...


    Branding + Advertising + Media planning and buying + Public relations +

    Business development + Research and Reporting + Training

  • Armstrong Ceilings Brand Transition

    From a campaign idea to new branding


    A conversation about improving the Armstrong color pallette led to a new campaign and ultimately new branding for the industry leader in commercial ceilings.


    Send us a note if you would like to see the full case study.

    James Hardie Influencer Campaign

    In the voice of the customer and millions of followers


    Recognizing the power of the word of mouth, this industry leader engaged top social media influencers to increase awareness of their products to "pull" new customers into their business. And it worked...BIG


    Send us a note if you would like to see the full case study.

    Mansfield Plumbing Landmark Campaign

    Starting with the trade


    Mansfield wanted to reflected the needs of their daily customers - distributors, dealers, and plumbers - as a business and a brand. The result was a strategy, branding, and this ad campaign built on simplicity.


    Send us a note if you would like to see the full case study.

    Panasonic Lead Generation Program

    Taking the guesswork away


    This pre-show lead generation campaign guaranteed the success of Panasonic's VIP event at the International Builders Show even before the show started.


    Send us a note if you would like to see the full case study.

    Valspar Coil + Extrusion Social Media Programs

    Building momentum


    We are using the highly visual medium of social media to bring the latest in colors, processes, and technology to commercial architects, contractors, and developers.


    Send us a note if you would like to see the full case study.


    Full-service video production and marketing

    (popcorn optional)


    Corporate Profile Videos


    Profile videos are 2 to 3 minute vignettes that highlight an individual or a company’s story. They enable you to create a strong bond and establish credibility with potential customers and clients, increasing your engagement and client conversion. This video features architectural firm BSA LifeStructures.



    Testimonial Videos


    Testimonial videos are one of the most effective ways to communicate with an audience. Why? Because happy customers and clients are the best spokespeople to brag about a product or service. This video features Sierra Pacific Mortgage Company.



    Products + Services Videos


    Video gives products and services life and a connection to your customers. They are great for customer retention and it can increase purchase intent by 97%. This video features water metering and management company Utility Metering Solutions.



    At least in public


    "I am feeling very grateful for the new “angular motion” design you created and we’re privileged to work with. I think it is brilliant."


    Ceci Good

    Graphic Design Supervisor, Armstrong World Industries

    "Truly unique talent."

    "Shawn is a truly unique talent. He brings a deep understanding of the industry along with cutting edge knowledge of all the integrated marketing communication elements. He is able to combine this experience and talent with the clients brand promise to develop impactful and results oriented strategies.”


    Gary Pember

    VP Marketing, Mansfield Plumbing Products


    “Shawn's involvement in and leadership of the development of brand strategy and website redesign was fantastic. He helped facilitate challenging discussions and debate and provided great industry insight and leadership at all steps of the process.”


    Jim Ash

    Global Marketing Segment Leader


    "Exceeds expectations"

    ”It’s rare that you come across an insightful collaborative consultant like Shawn. I was particularly impressed by Shawn’s knowledge and connections within the building products industry. I have found each demand and lead generation project to be consistently on-point, comprehensive and timely. Shawn consistently exceeds our expectations."


    Monica Brogan

    Demand Generation and Lead Management

    CertainTeed Corporation


    “It has been my pleasure working with Shawn to bring innovative and unique social media products to the home building industry. Shawn brings the combination of real thought leadership and industry experience that creates market leading products. Social media is in constant change and Shawn is on top of it.”


    Tony Mancini


    SGC Horizon


    And share one of your current challenges