Using digital and traditional channels to build and strengthen the Permaroof brand, and position the building products company as a thought leader in just six months.

9 features produced in six months
635,288 audience reach
4.8% average monthly engagement rate on LinkedIn


We began working with Permaroof – the UK’s leading importer and distributor of Firestone RubberCover roofing products – on 1 October 2019 on a retained basis.

In just six months, we have positioned Permaroof as a thought leader and given the roofing company an industry voice – securing and drafting nine features across key trade media publications. We have also focused on reaching new and existing audiences with engaging social media content.

Our approach

In the beginning, we worked with the Permaroof team to create a tone of voice document and agree key messages – ensuring consistency across all owned channels.

Following on from this, we devised a pro-active feature-led strategy to boost the profile of the construction firm in both regional and trade press. We have also worked to position Adrian Buttress, the firm’s MD, as a thought leader in the roofing industry.

Permaroof operates the purpose-built, Firestone-approved National Roofing Training Centre and we utilised this in our strategy, leveraging the roofing company’s knowledge as official trainers.

We have introduced Permaroof to the relevant media and built relationships with journalists at key trade titles – securing, writing and placing nine feature contributions in highly regarded publications within the roofing, construction merchant press, helping to maintain and build Permaroof’s reputation in the industry.

We also produce reactive comments and media interviews for Adrian, newsjacking pivotal news stories and arranging media interviews, which have helped to position him as a strong industry voice.

As well as traditional PR tactics, each month we draft and schedule set of pre-written social posts across Permaroof’s core channels – Twitter, LinkedIn, Facebook and Instagram – and design graphics to attract attention.


Traditional PR

Our content-led approach has achieved fantastic results for Permaroof over the past six months, securing high quality coverage in key trade and regional titles.

Between 1 October 2019 and 31 March 2020, we secured nine features for Permaroof. The construction firm was mentioned in a total of 61 press clippings, with a reach of 635,288.

Our features have focused on: why merchants should recommend rubber roofing, the benefits of selling a complete flat roofing system, how to navigate the mass of roofing products, why training is an essential investment for roofing contractors, and why forming long-term partnerships with merchants is favourable.

69% of the coverage generated came from online platforms, with 31% from print outlets. 67% of the clippings were from trade publications, followed by 33% from the regional press.

Titles included: Professional Builders Merchant, Builders Merchants’ News, Professional Builder, Real Homes, Builders Merchants Journal, Roofing Today and Roofing, Cladding & Insulation.

Social media

In total, 236 posts have been sent out from Permaroof’s social media channels – covering Twitter, LinkedIn, Instagram and Facebook – between 1 October 2019 and 31 March 2020, generating consistent content.

LinkedIn, in particular, has seen an average monthly engagement rate of 4.8% – peaking at 6.91% in January. According to marketing platform Aamplify, an engagement rate above 2% is considered to be very good. Permaroof’s followers on LinkedIn have grown organically by 26% during this time too.

"We started using PR for the first time only a few short months ago. Not knowing really what to expect, we were guided through the maze by the Cartwright team. I have to admit, I was taken aback on the attention to detail and creativity of the team. PR has opened up avenues and angles to our prospective markets we didn’t even think about. The Cartwright team has really raised our image and profile within our sector to the point where business associates are noticing a difference. Permaroof has featured in many magazines as a result, which has not only shown the industry who is behind the company, but boosted my confidence, to a level where I cannot wait to be in the next. My advice to you if considering PR is to give it several months to really get going. Once you have a number of stories behind you they all seem to compound and give weight to your ‘big picture’ story. It only takes a short while but is definitely worth the wait. I have really enjoyed my journey so far and cannot thank the Cartwright team enough and I'm really looking forward to working with the team over the next several months."

Adrian Buttress


Giving thought-leaders a voice at Permaroof

Cartwright Communications devised a pro-active feature-led strategy to boost the profile of the Permaroof in both regional and trade press, while also positioning Adrian Buttress, the firm’s MD, as a thought leader in the roofing industry.

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