Armstrong Increasing Awareness of EPDs Interactive Web Campaign
CLIENT
Armstrong World Industries, Inc. is a global leader in the design and manufacture of floors, ceilings and cabinets. Based in Lancaster, Pa., Armstrong operates 32 plants in eight countries and has approximately 9,100 employees worldwide. Armstrong markets the most extensive portfolio of residential and commercial floor products available, as well as commercial and residential acoustical ceiling and suspension systems and cabinetry for the residential market. Through their product and service offerings, Armstrong is committed to helping reduce the environmental impact of their products and the buildings they create.
SITUATION
As the industry moves toward new environmental measurements systems, especially Environmental Product Declarations (EPD), Armstrong wanted to increase awareness of these offerings for their products and to simplify the new language for the Architect and Designer audience.
As a leader in environmental efforts, Armstrong wanted to create a campaign that would not only clarify a complex subject matter, but also create a basic theme for use in the company’s Armstrong’s one-on-one education efforts such as Continuing Education Units (CEUs), Webinars and Lunch and Learns. As Armstrong increases its own EPDs, the company is looking to help its audience make intelligent decisions about product choices through direct mail, individual training and educational courses that all relay a consistent campaign message.
To kick off the campaign, Function: created a short video and materials for one-on-one sales meetings using the idea of Alphabet Soup for a fun and light approach to a multifaceted subject. The custom designed soup was designed to serve as a leave-behind for meetings and also featured a puzzle, which drives recipients to the company’s website. By simplifying these complex topics into this brief presentation, Armstrong is setting the standard as an environmental leader and staying ahead of the curve for incorporating these newest industry assessment formats.
RESULTS
The use of this video and campaign will be an ongoing effort from Armstrong. This grass-roots approach of reaching their audience through targeted sales presentations, CEUs and more starting with the video allows for a cohesive message, that encourages their audience to learn more about the new terminology and how Armstrong has made its environmental product information easy to access and easy to understand.
