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Marketing and business development

NRCA's best-selling publication by far this fiscal year was The NRCA Roofing Manual. NRCA sold more than 600 copies of The NRCA Roofing Manual—Boxed Set during NRCA's 2016-17 fiscal year, representing more than $350,000 in sales. The set comprises The NRCA Roofing Manual: Steep-slope Roof Systems—2017; The NRCA Roofing Manual: Metal Panel and SPF Roof Systems—2016; The NRCA Roofing Manual: Membrane Roof Systems—2015; and The NRCA Roofing Manual: Architectural Metal Flashing, Condensation and Air Leakage Control, and Reroofing—2014. The manuals, along with all NRCA publications, are available free in electronic format to NRCA members via the NRCA Bookstore and NRCA app. This benefit has been well-received since its launch in March 2015, particularly by contractor and architect/engineer/consultant members; there have been more than 26,000 downloads (valued at $5 million).

Although members downloaded many of NRCA's electronic files, hard-copy versions also sold well during the fiscal year. Sixty-five percent of hard-copy sales were attributed to industrial and institutional members (primarily bookstores reselling NRCA publications).

In addition to driving product sales, NRCA's membership and marketing departments increased awareness and use of member benefits to support retention goals and recruit new members. NRCA's "Are you in?" prospecting campaign and "Did you know?" retention campaign proved successful this fiscal year, having gained momentum by featuring peer-to-peer testimonials and highlighting specific membership benefits each month so members can better identify with NRCA and take advantage of the association's benefits and services. These promotions explained new resources and educational opportunities, as well as the value of existing member benefits.

NRCA's marketing, membership and business development departments established a strong presence at industry trade shows to build interest in membership and drive engagement with existing members. NRCA staff and volunteer members discussed NRCA programs, services and benefits with roofing professionals at NRCA's booth at the 2017 International Roofing Expo® (IRE) in Las Vegas. NRCA unveiled its new booth this year, and this was the busiest show yet with 855 attendees stopping by to spin the NRCA prize wheel and have a chance at winning iPads and free memberships for a year. IRE attendees also interacted with NRCA to learn more about the benefits of membership, including essential information, education, advocacy and technology. Fourteen members joined NRCA during the week of IRE, and the remaining prospects were incorporated into NRCA's prospecting campaign.

NRCA's membership, marketing and business development departments coordinated successful Roofing Industry Regional Summits in Atlanta, Chicago and Denver. The summits provided an opportunity for valuable face time with local contractors and others from the roofing industry. NRCA's summits not only provided great interaction and engagement with current members but also allowed members and prospects to learn more about NRCA while networking with others in their areas.

Additionally, the membership, marketing and business development departments exhibited at the Best of Success conference; Roofing Contractors Association of Texas Conference & Trade Show; Certified Contractor Network conference; NAHB International Builders' show; National Facility Management Regional Conference; Solar Power International Midwest regional show; Chicago Roofing Contractors Association Trade Show & Seminars; SprayFoam 2017 Convention & Expo; National Facility Management Conference; RCI convention; ROOFTech Canada; AIA 2017; and a variety of manufacturer events, including the GAF Wealth Builder conference, multiple certified contractor conferences, GAF Sales and Marketing Seminar and Duro-Last sales seminar.

The marketing and membership departments coordinated 20 visits to contractor members' offices to gain a deeper understanding of the needs, issues and general day-to-day life of members to discover insights and opportunities to further promote member benefits. These visits were valuable opportunities to consult with members and their employees to help them maximize their engagement and use of NRCA's programs, products and services, driving member retention and new opportunities for customized training and additional involvement with NRCA.

Other notable efforts for the fiscal year included the continuation of a successful new member onboarding process to assist with member retention; improved personalized customer service and member engagement through structured touchpoint processes; improved messaging and targeted prospecting to enhance member acquisition efforts; and continued efforts to evaluate all NRCA products and resources to ensure NRCA's offerings provide optimum value for members and the roofing industry.

During the 2017 IRE, NRCA's Midyear Meetings and NRCA's Fall Committee Meetings and Legislative Conference, NRCA's marketing staff served as liaison for NRCA's Young Contractors Committee. The committee successfully hosted its fourth session at the IRE Young Contractors Committee Roundtable Discussion: Emerging Technology in the Roofing Industry. The event once again had a full house with nearly 100 attendees and promoted NRCA's new Emerging Roofing Professionals Facebook group, which has more than 300 members. The committee hosted an Emerging Professionals Meetup at the IRE to drive additional interest for those new to the industry and/or NRCA.

This fiscal year, NRCA's business development staff developed 63 customized educational programs, generating more than $393,000 for in-person educational programming, speaking opportunities, and digital products and licensing agreements. These offerings included roofing technology-based classes, NRCA's fall-protection course, roofing-specific OSHA 10-hour programs, and NRCA's leadership and management program, For Foremen Only. This program, which focuses on communication, leadership and management skills for field managers, was delivered to more than 28 individual NRCA member companies. Interest in NRCA's customized Roof Repair and Maintenance classes continued to grow with delivery to roofing contractors and government facilities' service and maintenance crews throughout the U.S. Participation in NRCA's ProForeman Certificate program continued to grow; there are now more than 80 certified ProForemen from 19 NRCA member companies.

NRCA's online programming, digital program sales and program licensing sales were steady with continued fulfillment of requests for NRCA's Roofing 101 online courses with customized access for multiple employees; a new licensing agreement was confirmed for NRCA's digital program Serving Up Safety: A Recipe for Avoiding Falls on the Job; and a license to grant exclusive and unlimited one-year access to NRCA's Roofing Industry Fall Protection from A to Z curriculum was confirmed.



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