Roop & Co. and client Tremco Roofing and Building Maintenance are winners of a 2017 Public Relations Society of America (PRSA) Silver Anvil Award. The entry, Groundbreaking Innovation: Bringing Drone Technology to the Roofing & Building Maintenance Industry, highlighted the agency’s outstanding integrated communications campaign for the launch of client Tremco Roofing’s SkyBEAM drone service offering.
The SkyBEAM drone uses unmanned aerial vehicles (UAVs) equipped with high-definition and thermographic (infrared) cameras to locate buildings’ energy leaks, rooftop damage, deteriorating façades, safety issues and other potential problems.
The multi-faceted campaign included media relations, digital content, social media, video and internal communications. Two news releases garnered more than 250 hits in national (Forbes, The Wall Street Journal, Bloomberg), local (The Cleveland Plain Dealer) and trade (Construction Business Owner, Vertical) media resulting in a potential audience of more than 90 million. SkyBEAM announcements and updates through social media outlets (Twitter, Instagram, LinkedIn and YouTube) resulted in thousands of views and one-hundred likes and shares.
Following the publicity push, the Tremco salesforce saw a significant increase in SkyBEAM inquiries, generating more than 100 documented leads. SkyBEAM inspections generated pull-through on additional services and materials.
Roop & Co. and Tremco Roofing also received a “Best in Show” top honor at the 2016 PRSA Cleveland Rocks Awards for the same project. The PRSA Cleveland Rocks Awards are presented annually to recognize the highest quality of professional skills, creativity and resourcefulness in public relations and its impact on a particular project or issue.
The annual Silver Anvil Award is the oldest awards competition for excellence in public relations and communication. Entries are judged on their research, planning, execution and evaluation, while also considering factors such as creativity, ethics and budget.
The Public Relations Society of America (PRSA) is the largest professional organization serving the U.S. public relations community.