281 MQLs.
10,000 page views. Exponential impact.

Firestone Building Products logo

Even though Firestone Building Products (FSBP) was a pioneer in the commercial roofing industry, their competition had achieved parity. It became critical to shift perception away from being a strictly product-focused organization – and prove their value as leaders in the industry – with a quality portfolio and deep expertise that covered the entire building envelope.

THE Firestone Building Products GROWTH SNAPSHOT

They were seen as a commodity, but our marketing strategy turned them into a must-have building products partner in

less than 1 year

Ad campaign that delivered the

highest recall rate in the industry – 2 years running

Ad campaign that delivered the

highest recall rate in the industry – 2 years running

Creation of

3 enterprise-level websites that saw 10,000 page views

in the first month of go-live

Social Media Management takeover that delivered

100% growth

across all platforms

Social Media Management takeover that delivered

100% growth

across all platforms

A completely renovated trade show presence that dominated the floor and generated

281 new MQLs

STRATEGY

Through research, segmentation analysis and persona development, CBD developed unique positioning for FSBP that was:

  • Customer-centric
  • Benefit-oriented
  • Service-driven

And in one year we turned the brand perception on its ear – from a commodity-driven order-taker to the only place to go for expert building product solutions – from roofs to rooftops and everything in between.

CREATIVE AND DIGITAL

The “Whoa! Exactly.” creative campaign brought the idea of partnership home – delivering FSBP the highest advertising recall rate for two years in a row. Executions included:

  • Print ads
  • Banner ads
  • Video spots
  • Sales tools

Additionally, their first-ever persona-based international websites were created.

TRADE SHOW

We then tackled their trade show presence with a ‘go big or go home’ attitude. Their leadership loomed large at the International Builder’s Show (IBS) – outshining their competitors with a dominant two-story booth, interactive multi-media displays and strategic trade show activities that landed them 281 new MQLs.

PR, SOCIAL MEDIA AND CONTENT

To further establish FSBP as leaders in their category, we brought them an integrated public relations strategy, which included:

  • Media relations for each of their product categories and systems
  • Speaking engagements for subject matter experts (SMEs)
  • Custom content and bylined article development

Plus, they got A-Z social media management that grew their nearly non-existent social presence by 100% across all platforms. Seriously.

THE END RESULT

FSBP outpaced their competition by elevating the conversation and becoming THE provider of total building performance solutions. By claiming their seat at the top, they ultimately grabbed market share back from their competitors.

LET’S GET GROWING

Email us, or call Liz Brohan at 312.661.1050.

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