Media: GenFlex Roofing Systems
After being acquired by Firestone, GenFlex was, in essence, “dark” for a while in terms of external marketing communications, as they prepared to roll out a fresh marketing strategy. This positioning revolved much more around the advantages GenFlex distributors offer roofing contractors – so our communication/media tactics used contractor advertising to demonstrate GenFlex’s superior support (its real differentiator).
We segmented message placement between distributor and contractor markets via demographic inserts to the distributors positioned in front of full-page, full-run ads to the roofing contractors.
We announced each campaign with prominent presence, including front-cover ads, belly-band wraps and aggressive online advertising.
Bottom line, rolling out this innovative plan contributed to GenFlex Roofing Systems having one of its best sales years ever.
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