.Most Innovative Marketing Program
The "Your Window of Opportunity" campaign used a wide range of customer support tools.
Energy Tax Credit (ETC ) Glass Package
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.
Partnering with H&R Block, Simonton followed up the inital ETC campaign with a program that offered homeowners purchasing tax credit qualified windows with a credit toward tax preparation.
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.