residential metal roofing: an eco-friendly · bill hippard, president, metal roofing alliance vice...
TRANSCRIPT
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Bill Hippard, President, Metal Roofing AllianceVice President, Sales, Precoat Metals
Residential Metal Roofing:An Eco-FriendlyGrowth Market
Final Draft 9/9/10
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Presentation Overview• Introduction• Precoat Metals • Who is MRA?• How Has MRA Contributed to Industry
Growth?• What are MRA’s Plans for the Future?
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Independent Coil Coating2008 Estimated Market Size: $1 Billion, 3.5 million tons
66%13%
5%8%
1% 7%
Building Products Appliance Furniture & FixturesTransportation Containers and Packaging Other/Miscellaneous
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• Headquartered in St. Louis, Missouri• Founded in 1961• Nine Lines in Eight Locations
– New line in Birmingham, AL • Employs --- 650 • Annual Revenues of $300 Million• Over 1.8 Million Tons of Coating
Capacity• Capable of Coating More Than 1.5
Billion Lineal Feet Annually• www.precoatmetals.com
Precoat Metals
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Precoat Metals Locations
• Modern lines with state-of-the-art controls
• Real time data collection and reporting
• ISO 9001 and ISO 14001 company wide
• Tech Service Managers for all locations
PCMSaint Louis
PCM Granite City (2)
PCMBirmingham
PCMHouston
PCMJackson
PCMBaltimore
PCMPortage
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Precoat MetalsMajor Specialties• Building Products• Entry & Rollup Doors• Automotive• HVAC• Container Products• Office Products• Laminates
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Coil Coating Process
Metal coils – up to 66” wide and traveling as fast as 750 feet per minute – unwind, both the top can bottom sides are cleaned, chemically treated, primes, oven-cured, top-coated, oven-cured again and recoiled for shipment
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Bare to CoatedSpeeds up to 750 feet per minute
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Container Products
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Registered Lid Printing
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Commercial Applications
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Manufactured Products
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Lawn & Garden Picture Frames
Entry Door
Truck/Trailer
Office Furniture
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Computer Chassis
Air & Oil Filters
Drum Lids
Lighting Fixtures
Swimming Pools
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Appliance Applications
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Building Products
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Heavy Gauge Applications
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Roll Formed Building Panel
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Building Products
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What is MRA?
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What is MRA?• Coalition of:
– Metal roofing manufacturers– Raw materials suppliers (steel, copper,
aluminum, zinc)– Coil coaters/paint manufacturers– Supporting manufacturers– Allied non-profits– Residential metal roofing contractors
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MRA Support• 18 Manufacturers
• 6 Metal Suppliers
• 3 Coil Coaters
• 6 Paint/resin companies
• 3 Magazine Publishers
• 400 member contractors
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Why was MRA Formed?• Historically, metal roofing has found great
success in the commercial market.
• In 1990’s, new technologies and products allowed for expansion into residential market.
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New Metal Roofing
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Two Problems:
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The Solution:
EducationAnd
Awareness
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Why all the Excitement?• For every 1% of the residential roofing
market that switches to metal, the impact is huge:– 100,000 tons of metal– 200,000 gallons of paint– 1.5 million Squares of metal roofing products
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An Alliance is Born• In 1998, a small group of forward-thinking
manufacturers and suppliers joined forces to grow the residential roofing industry in North America.
• The Metal Roofing Alliance was born.
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Investment in the MarketTo date, MRA and its members have invested $23 million to grow the residential metal roofing market.
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Stakeholders’ Return on Investment
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Metal Growth Outstrips the Market• Total Residential Roofing Growth,
2003-2009 (in squares, all materialsEXCEPT metal) -21.5%
• Total Metal Residential Roofing Growth,2003-2009 (in squares) +14.6%
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How Did We Do It?
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MRA Program Strategies• Change consumer
perceptions
• Support residential roofing contractors
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Ultimate Program Goal
Increase metal’s share of the residential
re-roofing market in North America.
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MRA Marketing Strategy• Concentrate on
Reaching Consumers in the Re-Roof Market
– 7 Million Homes/Year Re-Roofed
– 150 Million Squares/Year(1.5 Billion Sq.ft)
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Why Focus on Re-roof Market?• Roofing is a need, not
a want
• Re-roof market is more recession-proof than new construction.
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MRA’s Two Key Target Audiences
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Marketing Program: Consumers
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3 Key Components Working Together
MRA
PublicRelations
Internet
Advertising
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Consistent Messages• Metal Roofs are:
– Attractive and Versatile– Durable– Energy and Cost Efficient– Environmentally friendly
• Used consistent messages in all outreach
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Investment Grade Roofing
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MRA’s Internet Program
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MRA’s Internet Program• MRA’s website,
www.metalroofing.comis a destination for both consumers and industry
• All of MRA’s marketing efforts lead target audience to this site.
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MRA Website• Photo gallery, news
and updates
• Consumers enter zip code, find a local contractor
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Internet Strategy• Search Engine Optimization• Online Advertising• Webinars• E-newsletters• Lead Generation for contractors
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Advertising Campaign
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Multi-Phase Advertising Program
TV ad withToll-free
number &videotape
Printmedia
EmphasisMarkets
Cable TV Segmentation Direct Mail
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Print Ads
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Insert TV spot HereCurrent spot with tax credit Tag
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Cable TV Campaign
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Delivery• Over 200 Million
Impressions Per Year
• Results in Over 800,000 Consumers to MetalRoofing.com each year
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Emphasis Markets
• Concentrated Advertising Effort in 2007 and 2008– 2007: LaCrosse, WI and Ft. Smith, AK– 2008: Harrisburg, PA and Birmingham, AL
• $200,000 Consisting of TV, Print, Radio, Online• Additional Efforts Included Telemarketing,
Public Relations/Grassroots, DirectMarketing and Pre-Launch Meetings
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Emphasis Markets Traffic
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
Arkansas Wisconsin Pennsylvania Alabama
2,829
3,779
5,612
2,110
4,526
6,765
7,813
4,510
Before After
2007 EM Markets Data from 5/1- 10/12008 EM Markets Data from 4/1- 6/30
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Direct Mail Campaign
In 5 Test Markets
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Ongoing Public Relations Campaign
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Metal Roofs: The Right Choice for Eco-Friendly Households
Durable, Attractive, ‘Green’: Metal Roofing a
Great Option
Metal Roofing is the Right Choice for Many
Reasons
Ten Questions you Should Ask Before
Putting on a new Roof
Industry Benefits with
MRA Membership
MRA Efforts Continue to Grow the Industry
Earned Media: Headlines
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Industry Outreach• Ongoing partnerships with industry media.• MRA leaders are industry thought leaders.
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Project Homes
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Social Media Outreach
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Marketing Campaign Results
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Summary: MRA Results• 172,000 consumer leads delivered to
contractors• 4.6 million web hits since 2003• 2 billion advertising impressions• 4.25 billion earned media impressions• $1.25 Billion Contractor Installed Sales
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Marketing Program: Contractors
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National Contractor Campaign• Recruit new installers• Education• Lead Generation• Marketing Tools
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MRA Contractor Benefits• Find a Contractor
program generates 15,000 leads annually
• Online University
• National consumer marketing campaign
• Consumer Segmentation Kit
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MRA’s Find-A-Contractor• Consumers receive a
listing of contractors in their area. The listing includes full contact info, email and web addresses and a description of the company.
• Gold-level contractors are given top priority
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Contractor Segmentation Kit
• Segmentation Kit includes a map of the neighborhoods where contractors are most likely to find metal roofing prospects (dark red).
• Ideal for developing Direct Marketing efforts.
• Accompanying tables show exactly how many “metal-friendly” households can be found in each neighborhood.
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The MRA Program is Working• MRA Research of people who used the “Find a
Contractor” referral form found that:– 45% had installed a new roof within 2 years of visiting
metalroofing.com– Nearly all of those, 82% overall, had installed a metal
roof– 52% are still considering their roof purchase
• 89% of those consumers considering metal
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Many Women Are Finding Success in the Metal Roofing
Industry
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Daisy Lilley: Marketing Manager, Fabral
Background: – Bachelor of Science w/ a
focus in marketing and a general MBA
– Worked for a heating manufacturer for 9 year years prior to joining Fabral
– Has worked for MRA member manufacturer, Fabral for over 3 years
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Daisy Lilley’s Advice:“The world of manufacturing offers many career opportunities.I use to think, I want to work at a company that promotes something I really like, such as chocolate, etc!
BUT...in the end, I have realized that it is not the product that will make me happy. It is the stability and culture of the company AND the work you are doing (such as marketingfor me) that is most important to being happy.”
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Shannon Linker: Vice President, ASC Profiles
• Shannon has spent 23 years with ASC Profiles– holding positions in customer service,
purchasing, architectural sales, technical sales and senior management.
– For the past five years, Shannon has managed the residential and agricultural division of the company.
– Most recently her role expanded to include Vice President, AEP Span commercial products.
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Shannon Linker’s Advice:"Don't worry about gender. What matters is the desire and need to learn as much as you can about the industry or your trade. Focus on the details and doing the best job you can no matter what your role at the time.
Opportunities come to those who are willing to learn, work hard and do a great job. Last, find good mentors or people who are willing to teach you the industry, and ask lots questions to accelerate your learning."
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Kelly Garbin, Director of Marketing, Precoat Metals
• Kelly Garbin joined PrecoatMetals in 2003 to lead the product and technology development initiatives.
• Prior to joining Precoat, she served as executive director for the National Coil Coating Association.
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Kelly Garbin’s Advice“Don't be afraid to ask for help or admit you don't know something. I've always found people willing to teach me what they know.
The more you understand your product and how it's made, the better you'll become in identifying new opportunities and solving customer problems. That approach provides a terrific platform for success.”
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Jean Miskimon,Director of Public Relations, Metal Roofing Alliance
• 18 years with Eisner, Petrou& Associates, a marketing and public relations firm. Handled construction clients such as Dewalt and Hitachi power tools.
• Has served as MRA’s Director of Public Relations since organization began in 1998.
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Jean Miskimon’s Advice• “Be willing to go outside your comfort zone. When I began
working with MRA 12 years ago, I didn’t know the first thing about metal roofing. Now, I’ve been on roofing test platforms in Tennessee and watched 2 x 4’s being shot into metal roofing panels at trade show demos. And, I can tell the difference between standing seam and metal shake in an instant.
Working with the MRA has provided me with many opportunities over the years, and I would have missed out if I hadn’t been willing to learn something new.”
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Marybeth Morsberger, APRDirector of Public Relations, Metal Roofing Alliance
• 20 years marketing and public relations experience.
• Former director of Public Relations for Sylvan Learning Centers.
• Has worked with a wide variety of businesses and industries. Has worked with the MRA for the past nine years.
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Marybeth Morsberger’s Advice“Keep a smile on your face and don’t hesitate to ask a lot of questions. The metal roofing industry is highly technical but there are A LOT of people in the industry willing to teach you what you seek to know. The people I have worked with the last nine years have been wonderful, insightful and terrific resources for me.
I have learned a great deal from our MRA members and have relied on them for the technical details reporters and editors are seeking.”
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Planning for the Future
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Next Five Years - Tons
00.20.40.60.8
11.21.41.61.8
2009 2010 2011 2012 2013
Million Tons Steel
Goal: 15% Market Share
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Next Five Years - Gallons
00.5
11.5
22.5
33.5
4
2009 2010 2011 2012 2013
Million Gallons Paint
Goal: 15% Market Share
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What’s Next?
• Grow Residential Metal Roofing to 20-25 % of the market.
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Join the Metal Roofing Industry
• Visit MRA and its members at Metalcon
• Constant and growing need for new metal roofing contractors