The Project: NTRCA Who’s On Your Roof? Award-Winning Consumer Awareness Campaign
Thrive PR served as the fractional outsourced PR and Marketing Director for NTRCA (North Texas Roofing Contractors Association) for more than a decade. When we were first retained, the organization’s membership was relatively small, and its leadership was ready take the association to the next level. Thrive was tasked with creating and implementing a short- and long-term strategy to help grow the organization’s visibility, value and membership.
The Challenge
At the time we came aboard (2009), the organization had a generic black and white Texas-shaped logo, which looked like so many other logos in the Texas roofing and home services industry. The association’s leadership wanted to grow membership, and existing and prospective members wanted more NTRCA brand awareness and visibility in North Texas.
With a small budget, a large region, and little to no brand awareness at the time, we needed to devise a cost-effective strategy.
The Solution
Rebranding
Before we could “shout from the rooftops” for NTRCA, we had to tackle branding first. The organization needed a new, professional logo and branding guidelines. The logo needed to be original and had to visually represent both residential (sloped roofs) and commercial roofs (flat roofs), without being too busy or cheesy. After creating several concepts, color palettes and topography options, we worked with the leadership staff and board to nail down a final new logo, with a new tagline: Who’s On Your Roof?
An Integrated Who’s On Your Roof? Consumer Awareness Campaign
With the new branding in place, Thrive PR worked with NTRCA to create an integrated NTRCA “Who’s On Your Roof?” consumer awareness campaign.
The campaign goals were:
- Inform North Texas consumers on how to identify local, trustworthy contractors after a storm (and how to avoid shady characters and “storm chasers”)
- Increase NTRCA’s brand awareness, visibility and credibility, thus increasing the value of being a member of the association
- Grow the number of NTRCA roofing contractor members
Key Elements for this integrated PR and marketing campaign included:
- The development of a one-page printable list of NTRCA-recommended questions for consumers to ask of any roofing contractor they are considering (available in both English and Spanish on the NTRCA website)
- A consumer advocacy print postcard (in both English and Spanish) with information and an abbreviated list of the NTRCA-recommended questions, for members to hand out to consumers as an education tool
- Media outreach, interviews and media coverage
- Communication with municipalities in areas that were hit the hardest by damaging storms
- Consumer awareness advertisements in local newspapers (print and online)
- Sharing consumer awareness information via social media channels
- A new advice page added to the NTRCA website (in both English and Spanish)
- Community service roofing projects and messaging tied into the campaign
- 2 consumer awareness videos; one for homeowners and one for commercial property owners
The Results of This Award-Winning Consumer Awareness Campaign
The campaign was a success in educating North Texas consumers, especially those in areas hit the hardest by hailstorms. The association’s membership and positive reputation grew significantly, and we continued to use this branding campaign, adding elements and materials to it, for more than a decade.
National Award!
NTRCA was honored during the National Roofing Contractors Association (NRCA) awards presentation at NRCA’s 126th Annual Convention and International Roofing Expo in 2013 with a prestigious Gold Circle award for its Who’s On Your Roof? consumer awareness work in the Community Service category.
CBS Texans with Character Honor!
As part of our media relations work, CBS 11 (KTVT) recognized NTRCA’s 2012 charitable roofing project and its consumer education work by naming the organization one of its “Texans with Character” honorees and aired a televised segment highlighting the roofing association’s community-service work.
Client Feedback
“Over the past ten+ years, NTRCA has seen remarkable growth as a result of the work Thrive PR has done. We are pleased with the hard work and quality efforts we’ve received. Thrive has and continues to take our member-based trade association to a new level.”