Beacon Building Products is the largest publicly traded distributor of roofing materials and complementary building products, including commercial and residential roofing, siding, windows, decking, insulation, specialty lumber, waterproofing, and air barrier systems to the North American building industry. Beacon recognizes that women are often underrepresented throughout the roofing industry. Beacon sought an exciting way to increase the limited awareness of female professionals in the male–dominated industry across the U.S. and Canada, and recognize their significant contributions made daily.
Mulberry developed and executed the Female Roofing Professional of the Year contest, which showcases heart-warming stories of hard-working women who have broken stereotypes and inspire the industry and their local communities. The winning female roofing professional receives $10,000 from Beacon. The four remaining finalists also receive a check for $1,000.00.
Mulberry and Beacon gather nominations through social media and earned media promotions. Beacon chooses the top 5 finalists, and Mulberry promotes the finalists’ stories in each of the five markets through PR activities. The vote is opened to the public who then crown a winner.
To announce the winner, Mulberry coordinates a local media event at the winning female roofing professional’s workplace that includes a check presentation.
(national and regional
print and broadcast
media; trade media)
Beacon secured approximately $1 million in business as a result of the contest.