To increase awareness about metal roofing and educate consumers about why metal roofing is the best choice for their homes, the Glenview, Ill.-based Metal Construction Association launched its Emphasis Market Initiative in Birmingham, Ala., and Harrisburg, Pa. The initiative, which began April 1 and continues through Oct. 31, features targeted print, television, radio and online advertising, as well as national and local media-relations efforts.
The initiative already has been successful. When it was launched, leads increased significantly in the targeted locations compared with leads gathered from January through March. For example, Harrisburg leads rose 48 percent from April to May. Although Birmingham experienced a slight drop in May, the city had a 43 percent increase when compared with April through May of 2007. Birmingham underwent a 32 percent increase in www.metalroofing.com site traffic while Harrisburg saw a 28 percent increase. Cities surrounding Birmingham and Harrisburg also have seen an increase in site visits.
McElroy Metal Inc.’s Meridian roof system has been certified by the Metal Construction Association Roofing Certification Program.
In other news, MCA has approved three roofing products made by McElroy Metal Inc., Bossier City, La., for the Metal Construction Association Roofing Certification Program. Products certified in this program meet or exceed standards published in MCA’s
Guide Specification for Residential Metal Roofing.The certified McElroy products are Mesa, an exposed fastener panel that features a nearly invisible lap and is designed for post-frame and residential applications; Max-Rib Ultra, a low-profile panel that is a Galvalume substrate with a fluoropon coating for commercial, agricultural and residential applications; and Meridian, a standing-seam snaptogether roof system for commercial and residential applications.
The certification program is designed to promote greater use of appropriate metal roofing products by certifying products that meet designated quality standards. The program ensures that correct base metals and exterior paint coatings are selected for a project and provides a means of verifying metal roofing performance. It also helps differentiate levels of quality and creates a credible basis for product comparison.
Products from MCA members and non-members can be certified in the MCA program, which covers paints, coatings and roofing products. In addition to McElroy Metal, other manufacturers who have program-approved products include paints and coatings from AKZO Nobel, Hudson, Ohio; PPG, Pittsburgh; and Valspar, Minneapolis, as well as metal roofing from ATAS International Inc., Allentown, Pa.; Classic Metal Roofing Systems, Piqua, Ohio; and Union Corrugating, Fayetteville, N.C. More information about the program is available at www.metalconstruction.org.