Roop & Co. and its client Tremco Roofing & Building Maintenance were recognized with a Silver Anvil Award in the Marketing for B2B Businesses category at the 2017 PRSA Silver Anvil Awards on June 8, 2017. Hosted by the Public Relations Society of America (PRSA), these awards are the industry’s most prestigious honor for recognizing the best of the best in public relations tactics—from social media and video, to blogs and podcasts—that contribute to the success of overall campaigns.
The entry, Groundbreaking Innovation: Bringing Drone Technology to the Roofing & Building Maintenance Industry, highlighted the agency’s integrated communications campaign announcing the launch of Tremco Roofing’s SkyBEAM drone service offering. The multi-faceted campaign included media relations, digital content, social media, video and internal communications.
Two news releases garnered more than 250 hits across national (Forbes, The Wall Street Journal, Bloomberg), local (The Plain Dealer) and trade (Construction Business Owner, Vertical) media—resulting in an estimated audience reach of more than 90 million. In addition, social media content distributed across the company’s LinkedIn, Twitter, Instagram and YouTube channels resulted in thousands of views and a high engagement rate.
Following this publicity push, Tremco Roofing’s sales force saw a significant increase in SkyBEAM inquiries, generating more than 100 qualified leads. SkyBEAM inspections also generated pull-through on additional services and materials.