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

Alyssa Hall, Emily Videtto
Jennifer Kelly
Thu, Jul 16, 2015, 12pm ET
60 minutes
This online marketing seminar received 4 star(s)

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 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.

Emily Videtto is the vice president of shingles and new product development for GAF Materials Corporation, North America's largest roofing manufacturer. She has more than a decade of experience working in the building materials industry with a focus on product and brand management. In addition to holding several patents on new, innovative building products, Emily has served as an industry expert on national TV shows including Curb Appeal and Orange County Choppers.

Who Should Attend?

Marketers interested in expanding their reach and exploring new media to increase loyalty among a shifting customer base.

What Will You Learn?

At the end of this seminar, you'll be able to:

  • Find new media outlets to reach your audience
  • Constructively engage in social media
  • Tailor your messaging to increase overall engagement

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