Vinyl Siding Institute

Educating the Gatekeepers

THE CHALLENGE

The Vinyl Siding Institute (VSI), the trade association for the vinyl siding industry and its partners, includes some of the savviest companies in the building products business. Alcoa, CertainTeed, Crane Performance Siding, Owens Corning and others all count on R/P to make sure vinyl maintains its market share.

Vinyl is America’s favorite cladding material, and VSI wants to keep it that way. Challenges to vinyl’s edge in the marketplace were coming from misinformed planners, builders, zoning boards and other gatekeepers considering restrictions or outright bans on vinyl siding. VSI needed this audience to understand that vinyl siding provides durability, value and beauty.

R/P’S RESPONSE

Creating a vehicle that delivered a crisp message and hard facts in an attractive manner was R/P’s charge. The result is A Guide for Community Planning, a 12-page booklet that takes competitors head-on and empowers the target audience with eye-opening details. The Guide shows the attractive results vinyl siding provides and gives a wealth of support data to illustrate vinyl’s value, versatility, durability and impact on home appreciation.

R/P zeroed in on key audiences to ensure the Guide made it into their hands and influenced their thinking. A strategic direct mail campaign initiated the dialogue with the target audience and opened the doors to putting the Guide on desks, not shelves.

THE RESULTS

“The truth is a powerful message. R/P helped us deliver the facts to key audiences in a powerful manner.”

– Jery Y. Huntley, president & CEO for the Vinyl Siding Institute


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