market what’s

meaningful®

The city burst element located on the left side of the CBD Marketing logo and the agency website.
FIRESTONE BUILDING PRODUCTS
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FIRESTONE BUILDING PRODUCTS
Changing the name of the building products game.

What they asked for

Clear differentiation from competitors in order to increase sales and steal market share.

What they got

Brand and marketing strategy evolution that allowed them to elevate the conversation in the category and focus on what matters most­ — their customers.

The Firestone Building Products logo. Firestone manufactures roofing systems and products for several types of buildings.

THE SITUATION: A COMMODITIZED MARKET

Even though Firestone Building Products (FSBP) was a pioneer in the commercial roofing industry, their competition had achieved parity. As their various divisions merged, it became critical to shift perception away from being a strictly product-focused organization.

The Answer: Clear space that redefined the category

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

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

CREATIVE AND DIGITAL
With an all-new leadership position in place, creative campaign development included:

  • Print ads
  • Banner ads
  • Video spots
  • Online sales tools

Results

10,000 page views on its international site within the first month
281 new, highly-qualified leads
100% growth across all social media platforms
The highest advertising recall rate in the industry

Additionally, we continued to reach audiences in new and more relevant ways through:

  • Persona-driven international websites
  • Acquisition emails that showcased leadership in the industry to new prospects
  • Larger, more sophisticated trade show activity anchored by a dominant two-story booth and interactive, multi-media displays

PR, SOCIAL MEDIA AND CONTENT

To further establish FSBP as a solutions-driven partner and a thought leadership company in its category, we engaged in 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
  • A-Z social media management

THE END RESULT

A successful brand repositioning that incorporated their entire line of building products and highlighted their services — helping FSBP outpace their competition by becoming a provider of total building performance solutions.