RCMA COMMUNICATIONS

TASK FORCE UPDATE

Casey Hartfelder, Coating & Foam Solutions

RCMA Communications Task Force

Communications Task Force Initiatives:

• Article authorship in industry publications

• RCMA eNewsletter

• Press releases

• LinkedIn Group

• RCMA website development & analytics

2014 COMMUNICATIONS

PROGRAM

- Communications Overview

- RCMA Editorial Features

- RCMA Press Releases

- RCMA LinkedIn Group

January ’14

RCMA Newsletter

1 LinkedIn post

1 press release

February ’14

1 press release

1 LinkedIn post

1 article published

March ’14

1 article published

1 press release

1 LinkedIn post

April ’14

1 press release

4 LinkedIn posts

May ’14

RCMA Newsletter

1 article published

1 organization profile

3 LinkedIn posts

June ’14

1 article published

2 LinkedIn posts

July ’13

Press release

2 LinkedIn posts

August ’13

RCMA Newsletter

1 article published

1 LinkedIn post

September ’13

1 article published

2 LinkedIn posts

October ’13

2 articles published

November ’13

1 LinkedIn Post

December ’13

2014 Planning

Calendar Developed

RCMA Communications Task Force2013-14 Communications at a Glance

RCMA Communications Task Force2013-14 Communications at a Glance

RCMA

Newsletters

Articles

Published

Press

Releases

LinkedIn

Posts

July ’13 1 2

August ’13 1 1 1

September ’13 1 2

October ’13 2 1

November ’13 1

December ’13 1

January ’14 1 1 1

February ’14 1 1 1

March ’14 1 1 1

April ’14 1 4

May ’14 1 2 3

June ’14 1 2

TOTAL 3 10 6 18

RCMA 2014 Editorial Features

Articles written and contributed to by RCMA Members have

appeared in industry publications throughout the year.

“Featured Article”

section on RCMA

website highlights

these articles and

contributors

2014 Editorial Features

• RCMA staff continues to build relationships with

media contacts and to seek out article opportunities

• RCMA has reached out to over 250 media contacts

to express our interest in authoring or contributing

to articles in 2014

• 11 RCMA members have contributed to articles in

2014

• 5 RCMA articles have already been published in

industry trade publications in 2014.

2014 Editorial Features - PublishedArticle Date Published

Metal Construction News

“Why Re-Coat a Metal Roof?”

MCN Byline, Member Contributors:

Michael Endredi, The Garland Co.

Kate Baumann, Mule-Hide

George Daisey, Dow Chemical

Published Feb. 2014

Coatings Pro Magazine

“Introduction to VOCs”

Kurt Sosinski, Tremco

Kelly Franklin, RCMA Industry Affairs Manager

Published March 2014

Construction Specifier

“Solar Reflective Roof Coatings: Enhancing Longevity and Efficiency”

John Ferraro, RCMA Executive Director

Published May 2014

Facility Maintenance Decisions

“Roof Coatings Designed to Extend, not Replace, Roof's Life”

RCMA Staff Byline, Member Contributors:

Jason Smith & Julie Burkett, Garland Company

Lynn Picone, GAF

Bill Kirn, BASF

Published June 2014

2014 Editorial Features - UpcomingArticle Date Expected

ROOFING FLORIDA Magazine

Joe Mellott, The Garland Company

Expected July 2014

Roofing Magazine

“Coating a Roof? Don’t Forget Fire Ratings”

RCMA byline, Member contributions:

Steve Heinje, Quest Construction Products

Skip Leonard, Henry Company

Expected August 2014

Construction Specifier

“What Do You Mean by Polyurethane?”

Steve Heinje, Quest Construction Products

Expected August 2014

Building Operating Management

“Selecting White Roof Coatings”

BOM Staff with RCMA Member Interviews

Expected October 2014

RCMA Editorial Features – Topic Discussion

• Discussion of future RCMA article topics:

• New / emerging trends in roof coatings?

• FAQs that manufacturers often field?

• Topics for particular audiences?

• Contractors

• Specifiers

• Architects

RCMA Organization Profile

May 2014

RCMA Profile

Published in

Coatings World

RCMA Newsletter - 2014

Newsletter Open Rate

January 2013: 47.3%

April 2013: 39.5%

August 2013: 42.1%

January 2014: 44.4%

May 2014: 36.0%

2014 RCMA Press Releases

Release Date

“RCMA Announces Presentation Topics for 2014 International Roof Coatings

Conference”

January 30, 2014

"Boasting High Attendance Numbers, RCMA Annual Meetings Features

Election of New Officers, Prestigious Award Announcement"

February 25, 2014

"RCMA Offering Enhanced Member Benefits with Updated Reflective Roof

Rebates Database"

March 24, 2014

"Registration Opens for the RCMA International Roof Coatings Conference" April 8, 2014

Wrap-Up of International Roof Coatings Conference (July 2014)

RCMA Fall Meeting Location Announced & Registration Open (August 2014)

South Coast Air Quality Management District Rule 1168 Finalized (October 2014)

Additional Topics TBD (Fourth Quarter 2014)

2014 RCMA Press Release Pickups

RCMA Press Releases Have Appeared in:

• Professional Roofing

• Coatings World

• Roofing Magazine

• Roofing Contractor

• Durability + Design

• Architectural Roofing and Waterproofing

• Metal Roof Restoration

• Refinish Network

RCMA Social Media

RMCA LinkedIn

Group:

Join the

conversation

today!

20

52

73

135

173

218

235

0

50

100

150

200

250

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1-S

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1-N

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1-J

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-13

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-14

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-14

RCMA Social Media

Over 11 times as many group participants in RCMA

LinkedIn Group since beginning

of 2012 International Roof

Coatings Conference

As of July 16, 2012:

20 members

As of December 31, 2012:

52 members

As of March 1, 2013:

73 members

As of September 23, 2013

135 members

As of June 26, 2014

235 members

Group Membership Growth

RCMA Communications Task Force

• Would you like to increase your company’s exposure

in industry publications?

• RCMA receives frequent requests from trade publications

for article contributions and interview opportunities.

Please consider adding a representative from your

company to the RCMA Communications Task Force.

• Would you like to see roofing photos from your

company included in articles and on the RCMA

website?

• Please send your best photos to the RCMA

Communications Task Force and receive photo credit

in future articles

RCMA WEBSITE ANALYTICS

- RCMA Website Analytics

- RCMA Website Content and Traffic

- RCMA Members Only Section

RCMA WebsiteLaunched April 2012

KF to update

RCMA Website Analytics

- RCMA Staff continues to use Google Analytics to

track activity on the RCMA Website

- Between the website launch on April 1, 2012 and

June 2014, the RCMA website has had:

- More than 88,000 total page views

- Over 20,000 unique visitors

- Average visit duration of 2:16 per session,

meaning close to 800 hours of website viewing

- An average of 3 pages visited per session

RCMA Website – Total VisitsPast 6 Months

980 1023

1233 12831197

729808

920989

897

0

200

400

600

800

1000

1200

1400

February '14 March '14 April '14 May '14 June '14

Total Visits

Unique Visitors

RCMA Website – Total VisitsWebsite History

0

200

400

600

800

1000

1200

1400

Ap

ril

'12

Ma

y '1

2

Jun

e '1

2

July

'12

Au

gu

st '1

2

Se

pte

mb

er

'12

Oct

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er

'12

No

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er

'12

De

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2

Jan

ua

ry '1

3

Fe

bru

ary

'13

Ma

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'13

Ap

ril

'13

Ma

y '1

3

Jun

e '1

3

July

'13

Au

gu

st '1

3

Se

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mb

er

'13

Oct

ob

er

'13

No

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'13

De

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3

Jan

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4

Fe

bru

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'14

Ma

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'14

Ap

ril

'14

Ma

y '1

4

Jun

e '1

4

Total VisitsSite Launch

2012 IRCC

RCMA Website – Total VisitsPast 12 Months – Year over Year

0

200

400

600

800

1000

1200

1400

2012

2013

2014

2012 IRCC

Positive 2014 trend for

April-June website traffic

RCMA Website – Visits by StateLifetime

1 Florida

2 District of Columbia

3 California

4 Texas

5 Ohio

6 New York

7 Pennsylvania

8 Illinois

9 New Jersey

10 Michigan

RCMA Website – Visits by Metro AreaLifetime

1 Washington, DC

2 New York, NY

3 Chicago, IL

4 Houston, TX

5 Los Angeles, CA

6 Cleveland, OH

7 Phoenix, AZ

9 Dallas, TX

10 Tucson, AZ

Philadelphia, PA

RCMA Website – Visits by CountryLifetime (Excludes United States)

1 (United States)

2 United Kingdom

3 Canada

4 China

5 India

6 Australia

7 Philippines

8 Germany

9 Netherlands

10 New Zealand

11 Mexico

12 Malaysia

13 France

14 South Africa

15 Brazil

RCMA Website – Traffic Sources Overview Past 6 Months

Search Traffic,

3990

Referral

Traffic,

1234

Direct Traffic,

1257

Traffic Types Glossary

Direct Entered into browser

www.roofcoatings.org

Referral Clicked link to website

from other site

Search Visited site through

search engine

(e.g. Google)

RCMA Website – Search Traffic KeywordsPast 6 Months

roof coatings; 88

roof coatings

manufacturers

association; 130

coating

manufacturer;

17

reflective / cool

roofing; 5

cold applied /

process roof; 33

RCMA Website – Referral TrafficPast 6 Months

roofingnetworks.com;

71

energystar.gov; 45

facilitiesnet.com;

57en.wikipedia.org;

92

durabilityanddesign.

com; 81

linkedin.com; 33

coatingspromag.com;

25

RCMA Members Only Site

- Reflective Roof Rebates Database

- VOC Maps

- AIM Coatings – United States & Canada

- AIM Coatings – California

- Adhesives & Sealants – United States

- Adhesives & Sealants – California

- RCMA Webinars

- RCMA Meeting Presentations & Documents

- RCMA Member List

RCMA Website – Members Only Section

204

136

246261

92106

0

50

100

150

200

250

300

January '14 February '14 March '14 April '14 May '14 June '14

Member Visits

RCMA Website – Members Only Section

0

10

20

30

40

50

60

70

80

January

'14

February

'14

March

'14

April '14 May '14 June '14

VOC Map, National AIM

VOC Map, National Adhesives

VOC Map, CA AIM

VOC Map, CA Adhesives

Reflective Roof Rebates

Database

Map Viewing Instructions

QUESTIONS?