Case Study: Reframe Your Media Strategy to Identify and Engage New Audiences

A traditional B2B company, GAF Roofing, focused on marketing to the professional builder customer and leveraging mainstream media advertising. However, the company noticed a significant shift in the consumer. GAF Roofing found that the female head-of-household had become the primary decision maker on roofing and recognized a need to engage this new consumer.

In this PRO seminar, we'll explain how GAF Roofing redefined their media and branding strategy to engage a new audience and re-engage their traditional audiences through social, PR, television, video, and more. You'll learn how to tailor your approach to capture the attention of a shifting customer base as well as gain insight on how to update both your messaging and media to increase loyalty and engagement.


Alyssa Hall
Alyssa Hall is the director of marketing communications at GAF, focusing on brand management and strategy, media planning, and media relations. She has more than 15 years of experience in marketing and public relations, with a background spanning a variety of industries including entertainment, manufacturing, and finance. Before joining GAF, Alyssa served as the public relations director at Harris Interactive market research organization, and was responsible for maintaining the brand and reputation of The Harris Poll.
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  • Date: On-Demand — Access anytime!
  • Presenter: Alyssa Hall, Emily Videtto
  • Element: Plan, Create, Communications, Analyze, Strategy
  • Topic: Marketing Strategy, Public Relations
  • Price: $0


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