Most Innovative Marketing Program

Large Manufacturer
 

The "Your Window of Opportunity" campaign used a wide range of  customer support tools.

Energy Tax Credit (ETC ) Glass Package

Simonton Windows

Parkersburg, W. Va.

When the stimulus bill was signed into law in early 2009, creating new federal tax credits for energy efficient home improvements, Simonton Windows moved quickly. It researched and developed the new Energy Tax Credit (ETC) glass package—guaranteed to meet the new qulification criteria. Then, the manufacturer launched a widespread campaign entitled "Your Window of Opportunity" to educate homeowners, remodelers, window installers and distributors about the federal window tax credit and the ETC glass packages. 

Key elements of the initial campaign included the establishment of tax credit dedicated Web pages with detailed information for all audiences. Customer support materials rolled out included in-store banners, contractor sell sheets, qualification window clings, displays, statement stuffers and counter carts. Other contractor support materials included co-op newspaper ads, job site signage, homeowner sell sheets doorhangers, and radio spots, as well as record sheets and envelopes for purchasing homeowners to gather their window project receipts and other tax credit documentation.

This marketing information was backed with widespread PR efforts, including national and localized press releases, designed to educate the public about the tax credit itself, as well as the Simonton products that qualified.

The vinyl window maker reports this initial effort produced strong results. A second phase of the program—a unique partnership with H&R Block—was announced early in 2010.  Under the program, homeowners receive a $150 credit toward the preparation of their 2011 personal taxes when purchasing 12 or more tax credit qualified windows.  Simonton backed the new H&R Block program with dedicated Web pages providing detailed information, as well as a range of marketing support materials.  

Bringing together tax preparation support with energy efficient windows, the company promotes "the trifecta of savings" for homeowners. First, they save up to $1,500 with the federal tax credit. Second, they save $150 for tax preparation, and third, they gain daily home energy savings by with their new high-performance replacement windows.  

Small/Medium Manufacturer
 

Hurd's program incorporated a variety of marketing materials, including door hangers, job signs, showroom posters and direct mail pieces.

Transcend Re-Window Marketing Program

Hurd Windows & Doors

Medford, Wis.

For the beginning of 2010, Hurd Windows & Doors had its sights set on changing one thing.  The custom wood window manufacturer wanted to change the the brand perception that the company was focused on the new construction market and "capture the mindset of the remodeler."  Manufacturing products for replacement and remodeling applications was not new for Hurd, but the company had never made a concentrated effort to promote those capabilities.

Recognizing the growing window needs of the more than 80 million existing homes in America, Hurd launched its Transcend replacement program at the 2010 International Builders' Show. Under the creative headline, Re-Window with Hurd, the program includes elements designed to capture the attention of various audiences in the buying decision for Hurd products, including distributors, remodelers and homeowners.    

A brochure develoed for the Re-Window program highlights the many options, such as numerous wood species choices, Hurd offers for replacement products.

A key element of the program was a Distributor Introduction Binder designed to serve as a collective resource of Hurd replacement literature, technical documents, marketing materials and bulletins.  The attractive binder also offers a constant reminder of Hurd's presence in the replacement market as it is proudly displayed in distributor offices. 

The manufacturer created a new suite of promotional and point-of-sale merchanding materials to its distribution network specifically marketing the Transcend replacement line.  Highlights of those materials include print ads, direct mail pieces, door hangers, jobsite signs, showroom posters, statement stuffers, replacement  product showroom displays and samples, and an in-home demonstration kit.  Many pieces included a special focus on the $1,500 federal tax credit.

Hurd reports that 2009 was a good year for the company, despite the contininuing challenges created by today's economy.  With its focused marketing program enabling the company to gain more traction in the remodeling and replacement market, the company foresees an even better year in 2010.

Other 2010 Crystal Achivement Award Winners:

TECHNOLOGY

Most Innovative Window

Most Innovative Door

Most Innovative Component

Unique Innovation

MANUFACTURING

Most Innovative Plant

Most Innovative Machine

MARKETING

Best Product Literature

 Best Industry Web Site

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