Most Innovative Marketing Program

2012 Crystal Achievement Award Winners


Large Manufacturer

Lead-Free Awareness Campaign


Simonton's special Lead-Safe web page  

Simonton Windows

Columbus, Ohio

In 2011, while much of the industry continued to debate the merits of Environmental Protection Agency Lead Remodeling, Repair and Painting rulles, Simonton Windows decided to embrace the opportunity to educate remodelers and homeowners about the hazards of lead paint in homes built before 1978.  The company created a multimedia campaign to make people aware that lead dust, created by the friction of opening and closing windows in older hopes, can have serious and damaging effects on people–especially children and pregnant women.

To bring expertise and knowledge about the lead safety issue to the campaign, the window manufacturer turned to Rick Nevin, a consultant to the National Centerfor Healthy Housing, a leading advocacy group involved with the issue. "Replacing older windows is one of the best ways to reduce lead risks," he asserts in the campaign.  "Make sure to use only a contractor that is certified in lead-safe work practices and strongly consider the use of Energy Star qualified windows."

The theme of "Get the Lead Out" was established as a cohesive message for conumers and contractors, with a special website page created for all audiences at Another central element of the campaign was a YouTube video explaining the risks of lead exposure.

The multi-faceted campaign went much further, however.  To reach consumers, the company created a "Get the Lead Out" informational brochure.  To get the message to a wider audience, it reached out to "Mommy Bloggers," informing them about the lead-safe video. It also sent a "Lead Paint Hazards and Older Windows" press release in conjunction with National Poison Prevention Week.

Targeting professionals, Simonton created a "Get the Lead Out" informational brochure for contractors, and also sponsored a pull-out educational poster on the RRP rule in Replacement Contractor and Remodeling. For its customers, it featured cover stories in its InFocus and NDX Advantage e-newsletters. Finally, Simonton featured the "Get the Lead Out" campaign in its blog and Facebook page.  It also urged its customers and others to share the video link and information via Twitter, Facebook and other social media.

A centerpiece of the Simonton campaign was a YouTube video. 



The manufacturer revamped the look of its website and enhanced its dealer portal to give dealers access to the new marketing materials.

Small/Medium Manufacturer


Dealer Program


Sunrise Windows

Temperance, Mich.

In 2011, the vinyl window manufacturer introduced to dealers and homeowners completely redesigned materials and programs to support the Sunrise window brand. After conducting market research and "voice-of-the-customer" events, the company determined that its dealers were in need of new materials and programs to support their replacement window selling efforts. While the company had developed many programs and produced many support materials in its 17-year history, it decided to do a full redesign of existing materials and the development of new tools that whould provide dealers a full menu of commonly-branded support materials.

In doing a complete overhaul of its dealer program, the company created a unified look across all its promotional materials, including such new elements as an iPad tablet presentation.

  Showroom and display products also carried the new theme.

What makes the project unique is commonality of the look and message and the breadth of materials in the program–both those materials re-designed and new additions to the program.  Literature includes a new 24-page full-line brochure and smaller pieces for consumer shows.  New matching display materials were introduced as well.  For in-home selling, Sunrise created a binder and tablet presentations.  Online, it revamped its consumer website and dealer portal to provide access to its new marketing tools.

The comprehensive program and new materials has made its dealers far more impactful in the home selling Sunrise windows, as well as additional performance and aesthetic options, the company reports. With the success of the common branding theme, the manufacturer continues to utilze the same look and feel as it introduces new products and options in 2012.




Industry Supplier

  To help create a sense of excitement, the launch kit featured a gift wrap overlay.

Legacy Launch Kit


Phantom Screens

Abbotsford, British Columbia, Canada


A Legacy retractable door screen with an integrated Latch and Release handle was launched officially at the International Builders’ Show in early February 2012 and then immediately afterwards to the network of Authorized Phantom Screens Distributors. Phantom’s nomination covers the business-to-business marketing material for the launch of the Legacy door screen to its distributor network. The Legacy kit was a new approach to a product launch for Phantom and one that the company expected to create a sense excitement. The purpose of the kit was also to provide resellers with the necessary tools to sell Legacy right “out of the box,” as well as underlining the importance of the Legacy product to Phantom Screens.

Contents of the launch kit, including displays for the new Legacy screen.


The launch kit, also available for distributors to buy for their dealers, included a gift wrap overlay, personalized letter to the distributor or dealer, a keepsake photo and photo frame, a sales guide, brochures and rack cards, USB video guides and point-of-purchase and tabletop displays. The response from the distributor network was enthusiastic. Comments made on a distributors’ online forum included “Christmas in February! Very nice launch kit I must say. Thanks to all for making it so great.” Another customer wrote, “Very nice launch kit. This arrived just in time for our Builder Show here. Looking forward to showing it off. Thank you!”  Distributors also ordered more than 100 kits for their dealersThe results of the program included increased sales. The actual physical launch of the new product was in two parts. The first was an upgrade kit, which enabled owners of existing Phantom door screens to enjoy the benefits of the new latch and release handle. This product was launched in combination with Legacy to the network on February 15, 2012 with a target of 4,000 kits sold by the end of March. This total was easily exceeded and a total of 5,800 were sold, the supplier reports.

The second phase of the launch was the factory installed product which was released to the network on April 2, 2012. Over 2,000 units were ordered on the first day–representing over a third of the month’s anticipated orders.





Other 2012 Crystal Achivement Award Winners:




Most Innovative Window

Large Manufacturer
Designer Series Windows with SmartSync Technology
Pella Windows & Doors

Small/Medium Manufacturer
HSW60 Window/Door Combination
NanaWall Systems



Most Innovative Door

Large Manufacturer
Overture Folding Door Series
Royal Building Products

Small/Medium Manufacturer (Tie)
The Artisan Premium Fiberglass Door Collection
GlassCraft Door Co.


Most Innovative Component

Accoya Wood
Accys Technologies

Innergy Rigid Thermal Window Reinforcements
Deceuninck North America

Array Light Control System
ODL Inc.

Glass/Glazing Component
Bella Fleur Corp.


Unique Innovation

WTS Paradigm
Virtual Door Display
Jeld-Wen Inc.





Most Innovative Plant

Vytex Windows


Most Innovative Machine

IG Production/Glazing
Automated Tri-Lite Assembly System
GED Integrated Solutions

Frame/Sash/Panel Fabrication
Sandy Door Machine
Eugénie Technologies





Best Product Literature

Company Catalog

Product Guide
Western Window Systems

Industry Supplier
Introductory Brochures
Brio USA


Best Industry Website

Large Manufacturer
MI Windows & Doors

Small/Medium Manufacturer
Provia Products

Industry Supplier
Quanex Building Products


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