As part of IFAI’s mission to make consumers more aware of specialty fabrics products and to increase the market for specialty fabrics, the IFAI Board partnered with its PAMA division starting in 2006 on a strategic public relations campaign focused on residential awning awareness. Although awning companies have mostly fabricated awnings for commercial, retail and high-end residential accounts, much of this market focus stems from the 1940s when air-conditioning was introduced. The air-conditioning industry heavily marketed to consumers, who over the years forgot about the benefits of awnings. Now with rising energy costs and increased consumer interest in outside spaces, the potential for residential awnings is enormous and there is a new need to teach the market about their benefits and availability.
In June 2006 PAMA began work with a top public relations firm. The public relations firm has worked with PAMA to create targeted messages that have been sent to home and garden, home improvement and related publications and broadcast media to grow demand for fabric awnings nationwide. Key messages include:
There are awnings for all types of residents, homes and incomes
- As homeowners look to improve their homes, awnings can quickly add beauty and value
- Awnings are a great way to protect homeowners and their homes from the sun’s damaging rays
- Awnings save energy costs
- Awnings can help homeowners increase their time and enjoyment outdoors
- Visit www.awningstoday.com to learn more about awnings or to find a nearby Professional Awning Manufacturers Association member
Public relations is the key to the campaign, with a series of ongoing, proactive media relations blitzes reaching thousands of news media, including newspaper and magazine reporters, television and radio producers, and website content managers. These public relations efforts will inspire media and other third parties to promote the purchase and use of residential awnings, building positive consumer and industry awareness.
PAMA members benefit from this targeted nationwide awareness campaign which is now in its third year. All PAMA members are listed on the www.awningstoday.com consumer Web site so potential buyers can find awning fabricators in their area.
Be part of this exciting initiative! JOIN PAMA TODAY!
Learn the latest results of this on-going campaign:
Awnings Today Newsletter March 2009
Awnings Today Newsletter April 2009
Awnings Today Newsletter May 2009
Campaign Statistics:
Year 1 Outreach
Impressions= estimated number of readers through print and on web sites: 41 Million
Referrals to PAMA members through the store locator: 1,097
Highlights: Energy study release posted on over 20 media outlets. Fall Fix-it & Home Renovations media tour hit 23 cities through radio and cable TV, estimated reach 3.1 million. Sample of media coverage: Redbook, HGTV Pro.com, Yahoo Finance, The Seattle Times, Arizona Daily Star and USA Radio Network.
Awnings Today web site created to help educate consumers about awnings and awning benefits.
Year 2 Outreach
Impressions = estimated number of readers through print, on web sites and blogs: 2,361,152,770
Referrals to PAMA members through the store locator on the Awnings Today website: 2,188
Highlights: Online media kit promoted through e-postcards to all types of media. Video news release of John Carmody from the Center of Sustainable Building Research, University of Minnesota discussing the energy savings of awnings and a clip of Gary Buermann, G & J Awning featuring awning attributes and benefits. Video news release posted on You Tube and Awnings Today website. Marketing communication tools for PAMA members including CD of video newsrelease, CD of ad slicks, Awnings Today brochures and Awnings Today poster.
Sample of media coverage: Discovery Channel, Planet Green, Washington Post, Boston Herald, Forbes, Smart Money
Year 3 Outreach (as of September 30 2008)
Impressions = estimated number of readers through print, on web sites, blogs & cable TV: 607,136,080
Referrals to PAMA members through the store locator on the Awnings Today web site – 4 months: 1135
Highlights: Online media kit updated to reflect media coverage. Video news release, Buying Awnings promoted to the media through a media advisory and also an e-postcard. Video news release posted on Awnings Today website and distributed to PAMA members. Awnings featured on American Builder cable show on the CN8 Comcast Cable Network. Awnings featured on the Discovery Channel’s Planet Green, Bob Vila.com, Google, Boston Herald, Washington Post, Miami Herald, Philadelphia Inquirer – among many others.
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