Multichannel Marketing Campaign for Roofing Membrane Manufacturer

FiberTite Multichannel Marketing Campaign

Seaman Corporation

Sometimes a company's product is so impressive its benefits need to be communicated often, and in as many ways as possible.

Seaman Corporation's FiberTite™ roofing membranes with DuPont™ Elvaloy® Ketone Ethylene Ester (KEE) are manufactured using a proprietary coating formula that sets industry fire prevention standards. We needed to show precisely why this matters to customers and prospects.

Our approach was multichannel and focused on a brand-new market with ample growth opportunity—schools. The FiberTite "Trial By Fire" campaign we developed included the creation of:

  • A comprehensive whitepaper explaining the importance of roofing material fire safety standards and what they mean
  • Blogs and a social campaign to leverage an existing video asset, as well as a related infographic we conceived and designed—both of which provide striking side-by-side comparisons of how FiberTite stacks up against other roofing materials in relation to flame resistance
  • An email campaign that targets school officials, the primary decision-makers in a brand-new market

By using multiple channels to show and tell FiberTite's flame-resistance story, the Trial By Fire campaign produced one of Seaman Corporation's top-performing blogs to date and seven new sales qualified leads.

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