GAF’s Seasonal Marketing Strategy Powers
Breakthrough Engagement

Largest roofing manufacturer in the U.S., holding 25% market
share in 2022 & 2023

The Problem

GAF’s network of roofing contractors needed to increase customer acquisition following severe storms during different storm seasons such as hurricane season in Florida or hail season in Colorado.

  • Homeowners were overwhelmed with recovery efforts and didn’t know where to turn.

  • Contractors needed effective marketing tools to reach homeowners quickly and build trust.

  • GAF needed a dual-market strategy that supported both direct homeowner marketing and contractor-led acquisition efforts.

The Solution

A comprehensive multi-channel marketing strategy was developed and executed to
drive homeowner demand and empower contractors to win more business.

1. B2C – Homeowner Marketing

  • Geo-targeted local campaigns through Paid Search and The Weather Channel to reach homeowners in storm-affected areas.
  • YouTube video campaigns educating homeowners on GAF roofing products best suited to meet their needs & minimize future damage.
  • Email nurture series guiding homeowners through decision-making.
  • Webpage redesign & SEO enhancements to improve usability and search visibility.

2. B2B2C – Roofing Contractor Marketing

  • Customizable marketing assets provided to contractors to support their own local customer acquisition, including:
  • Digital assets for Paid Search, Facebook, and contractor websites.
  • Customizable YouTube videos contractors could brand as their own.
  • Traditional marketing kits with co-branded billboards and print brochures.
  • Sales enablement resources developed to train and align GAF’s regional and national sales teams.

The Outcome

The campaign was well-received by homeowners, contractors and GAF’s sales teams.

Metric
Result
Homeowner Website Visits
+22% YoY growth due to redesign & SEO
Contractor Engagement
15x increase vs. prior campaign
Sales Team Participation
90% participation in regional & national rollout

Summary Impact

The GAF Roofing Seasonal Campaign drove standout results, including a 15x increase in contractor engagement and a 22% boost in homeowner website visits, fueled by geo-targeted digital marketing and a redesigned, SEO-enhanced webpage.

With 90% sales participation and one of the top-performing B2B emails in six months for GAF, the campaign proved highly effective at driving both contractor activation and homeowner interest following storm events.

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