Vetter Windows & Doors

Objective: Reposition Vetter Windows & Doors from a utilitarian brand of windows and patio doors to a boutique architectural brand.

Approach: Host a national design competition for architects and custom builders who incorporate Vetter products into their custom-designed residential or commercial projects. Through the Vetter Inspired Project (VIP) Awards, salespeople and dealers had tools to initiate conversations with the brand’s new target customers.

Renown’s Responsibilities:

• Write the call for entries brochure, dealer announcements and news release
• Coordinate distribution of call for entries materials to dealers, professional associations and media
• Develop periodic communications to dealer to encourage entries
• Recruit and secure prominent registered architects for jury panel in the most prestigious architectural markets: Boston, Philadelphia, Chicago and Washington, D.C.
• Coordinate judging logistics, including securing location, coordinating food and travel with jury panel
• Announce winners to salespeople, dealers, entrants and media
• Coordinate photo shoots of all winning properties
• Develop a winners’ guide to promoting awards locally
• Spearhead a national publicity campaign, seeking profile stories of the winners in building trade magazines and consumer publications

Results: Every year, the Vetter Inspired Awards program generated considerable interest from media. In 2004 specifically, the VIP Best of Show Winner graced the cover of publications, was featured in Builder magazine and was picked up in a syndicated newspaper article that appeared across the country. The publicity gave this little-known brand visibility throughout the country and, in particular, with architects and custom builders.