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VINYL BY DESIGN™: EDUCATING MARKET GATEKEEPERS
ABOUT THE VALUE OF BUILDING PRODUCTS
When ongoing market analysis revealed that the primary decision makers on materials selection in the construction marketplace – architects – knew little about vinyl building products, the Vinyl Institute, working with Edward Howard and its members' customers, launched the broadest outreach campaign ever created by the vinyl products industry. The goal: to reach architects and specifiers with credible information about the performance attributes that make vinyl an uncommonly versatile building material. Vinyl By Design™ became a highly successful portal for authoritative information regarding vinyl for built environment - targeted to gatekeepers of the industry. This was a key to the future of this multi-billion-dollar market segment.
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