description:  Introduce ISP's reflective, ENERGY STAR® approved granules at International Roofing Expo. The agency developed a strategic marketing and public relations campaign to introduce SolarShield™ reflective granules used primarily on steep-slope residential shingles. Collateral materials, interactive booth display and handouts were produced utilizing Lenticular graphics. Additionally, a PR plan was developed including coverage in the IRE Show Dailies, product launch news release and a media tour where the appropriate major trade publication editors were persuaded to interview our client during the trade show. "We utilized our 40 years of experience in the roofing industry to quickly create a strategic communications plan that successfully generated interest at the ISP booth and launched the company's latest innovative product," Karen Gross said.