THE VINYL INSTITUTE
  CHALLENGE
 
  • Protect and grow the vinyl industry’s largest market by educating architects about vinyl as a building material.

  • Update perceptions about vinyl building products with neutral, noncommercial information delivered to architects via trusted information channels.

  • Counteract “green” building movement’s inaccurate messages about synthetic materials.
  APPROACH
 
  • Partner with downstream customers to compile information about vinyl in eight product applications never before collected in one place.

  • Capitalize on architects’ professional requirement for continuing education credits.

  • Brand the outreach effort “Vinyl by Design.”

  • Deliver program via online portal and face-to-face outreach at industry trade shows, lunch presentations and credit-bearing advertorials approved by the American Institute of Architects (AIA).
  RESULTS
 
  • Developed leadership position with the AIA.

  • Won a place at the table with the industry’s most significant critic, the U.S. Green Building Council.

  • Built from scratch an outreach program with American Institute of Architecture Students, the next generation of decision makers.