PR: GenFlex Roofing Systems

After a nearly 30-year history of success in the low-slope commercial roofing industry, GenFlex Roofing Systems was acquired by Firestone. In the year that followed, the company opted for an extended period of external communications silence to prepare a fresh marketing strategy to support a new focus on its distributor network. GenFlex then tapped Hart Associates as its new marketing and public relations partner.

Coordinating PR tactics seamlessly with digital and advertising initiatives, our team built strong relationships with editors at key trade publications to generate a “one-two punch” of advertising and editorial placement. This included case studies and quotes in feature stories, plus product and personnel announcements. In 2009, GenFlex benefited from 37 print and online media placements reaching nearly 850,000 readers – a paid media equivalent of almost $66,700.

As a result, sales hit high points not seen in years. What could be more rewarding than putting a roofing company back where it belongs? On top.