Green Roof Giveaway

Green Roof Giveaway

For a full case study of this campaign, please read our blog post, Case Study: How a 91-Year-Old Company Got Its Groove Back.

Almost all of Cole Roofing's work is on commercial properties, many of them owned by nonprofit organizations. The Green Roof Giveaway set out  as a way for Cole to give back to the community and along the way educate it on sustainable roofing options.

Specifically, the campaign invited Baltimore-area nonprofits to write an essay, as well as to create and upload a video to the newly created GRG YouTube channel making the case for how your organization can most benefit from a green roof.

To promote the contest, a cross-platform social media campaign would encompass Cole Roofing's regular website and Twitter feed, along with a newly created Facebook page and dedicated GRG website -- which would have an active and well-written blog. Every piece would link to every other -- blog to sites, sites to Twitter and Facebook and YouTube, etc.

Green Roof Giveaway Home Page

The campaign took off. Airplane Corporation proactively reached out to social media influencers in Baltimore and in the green community. A live twitter feed on the site displayed the conversation that were taking place around the campaign and work quickly spread.

Green Roof Giveaway Twitter Feed

At the conclusion of the nomination period, 39 non-profits had entered. Including the Baltimore Leadership School for Young Women, which created this video.

Through the peak month of the contest had 65,515 visits with 319,785 page views and an average time two and a half minutes on the site.

Many of these visitors were from the Baltimore area, but collectively they came from all 50 states -- and 84 countries.

One important fact to remember was that all of the traffic and intrest driven to GRG was done entirely through social media, zero dollars were spent on media placements.

Business Results

Aside from those 65,000 website hits, and the immeasurable collective goodwill spawned by the nonprofits' own voting campaigns, "the city has embraced the contest, the school and us," Bill Cole, VP of Cole Roofing, said.

The "like" factor is also huge. As of February 1, 950 people have used Facebook to say they "like" the Green Roof Giveaway -- status updates that are visible to every one of their Facebook friends -- Cole Roofing's own Facebook page had indicated that they liked the company, and interaction on that page had grown by nearly 300 percent.


Here is a video of Bill Cole announcing to the Baltimore Leadership School for Young Women that they are the winners of the Green Roof Giveaway.