RCMA COMMUNICATIONS TASK FORCE UPDATE Casey Hartfelder, Coating & Foam Solutions
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
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
1-J
ul-
12
1-S
ep
-12
1-N
ov
-12
1-J
an
-13
1-M
ar-
13
1-M
ay
-13
1-J
ul-
13
1-S
ep
-13
1-N
ov
-13
1-J
an
-14
1-M
ar-
14
1-M
ay
-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
ob
er
'12
No
ve
mb
er
'12
De
cem
be
r '1
2
Jan
ua
ry '1
3
Fe
bru
ary
'13
Ma
rch
'13
Ap
ril
'13
Ma
y '1
3
Jun
e '1
3
July
'13
Au
gu
st '1
3
Se
pte
mb
er
'13
Oct
ob
er
'13
No
ve
mb
er
'13
De
cem
be
r '1
3
Jan
ua
ry '1
4
Fe
bru
ary
'14
Ma
rch
'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?