description:    Hershey Philbin Associates recently completed an integrated marketing campaign announcing our client's milestone of producing it's 10 billionth square foot of single-ply rubber roofing membrane. The campaign included celebrations and media events at corporate and satellite plants, as well as a direct mail campaign thanking customers and product applicators for their role in this achievement. Additionally trade show graphics, clothing, trade ads and other collateral materials were branded using the "10 billion" theme. "No other roofing manufacturer in the world has reached this milestone and we knew to be effective, we needed to put it into perspective," Scott Hershey said. "We determined that 10 billion square feet is enough product to reach from the earth to the moon, and that is precisely how we illustrated this campaign." "The special events and regional publicity successfully positioned Carlisle as an integrated part of the community while generating business with local architects and design/build firms. The campaign was also successful in enhancing corporate culture while strengthening relationships with Carlisle's roofing applicators," Karen Gross said.