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Marketing Meeting

Mark Fortun (Endura), Marketing Steering Co-Chair, RPGGeorges Thiret (Graham), Marketing Steering Co-Chair, APG

2019 Joint AAMA IGMA Summer ConferenceTuesday, June 18, 8:30-9:30 a.m.

Meeting Commencement

• Call to Order• Introduce Media and Outside Organization Representatives• Identify Any Topics to be Addressed in Members Only Session

For reference:• To join any groups discussed during this meeting session, log into the AAMA website and

visit that committee’s or task group’s page to request to be added to the roster.

AAMA Organizational Chart

AAMA Board Committees

Sustainability Steering

AAMA BOARD OF DIRECTORS

Certification Policy Marketing Steering

Code Action Membership

Document Management Regulatory Affairs

Education & Training Steering Sites & Programs

Finance

Voting GuidelinesMarketing Steering Committee Voting Members

Mark Fortun (Endura), Co-Chair – Residential Window CouncilGeorges Thiret (Graham), Co-Chair – Architectural Window Council• Gary Hartman (Chelsea) – Vinyl Material Council• Erin Johnson (Quanex) – Wood/Cellulosic Comp. Material Council• Kim Kenzevich (AmesburyTruth) – Wall Interface Council• John Moore (GED Integrated Sol.) – Glass Material Council• Mark Silverberg (Technoform) – CW/SF Council• Cathy Tarkey (Sherwin-Williams) – Fiberglass Material Council• Josh Wignall (EFCO) – Aluminum Material Council• John Westerfield (CrystaLite) – Skylight/Sloped Glazing Council• Brent Wright (Milgard) – Door Council

Review of Minutes

Business of the Meeting

Meeting Block Agenda Items

Discussion/Action Items• AAMA Video Promotion Task Group

o Discuss RFP and Potential Vendors for New Video Content Development• Market Study

o Discuss Progress with Member Experts for Proposed New Content• Onboarding Task Group

o Report on New Conference Participant Engagement

Meeting Block Agenda Items Continued

Discussion/Action Items (cont’d)• Brief Review of Council Marketing Initiatives

o AMC Marketing Committeeo APG Marketing Committeeo FMC Marketing Committeeo GMC Marketing Committeeo Skylight/Sloped Glazing Marketing Committeeo VMC Marketing Committee

• Other Marketing Initiativeso GlassBuild America Plans

• Upcoming Ballotso Preview of Future Ballots

Reporting Items

Written reports provided in presentation slides only; no verbal reports are delivered

• Website Report and Statistics• Promotion Report• Media Activity Report• Social Media Report

AAMA Video Promotion Task Group

AAMA Video Project

Discussion Leader: Mike DeSoto (MI Windows and Doors)

ScopeTo oversee the elements and audiences for a promotional video and to scope what is needed to create a compelling, entertaining story; the high-impact videos will promote AAMA and its programs and services and educate members, customers and influencers about fenestration and how AAMA impacts the industry.

Background• 2018 Fall Conf, Board requested quotes for multi-media video content• 2019 Annual Conf, Marketing Steering Comm created AAMA Video Promotion Task Group

MSC Voting Members Only

AAMA Video Project

Conference Call | April 24, 2019Purpose: Brainstorm topics, audiences and solicit feedback to better shape the RFP and to gather a list of potential vendors. Discuss what would be possible to accomplish in six months.

Video Examples• MI: https://www.dropbox.com/s/tk1gd1ykeu4ybub/MIWD_How_ITS_Made_Full_sm.mp4?dl=0• Pella: https://www.youtube.com/watch?v=VHAQW5xhBc0• Kawneer: https://www.youtube.com/watch?v=QTsJEslw8gQ• EFCO: http://www.efcocorp.com/education

AAMA Video Project

Proposed Elements• History: fenestration and the industry• Energy: sustainability, energy efficiency • Benefits: daylighting, comfort, safety (storms, intruders, egress, WOCDs)• Industry size: monetary, number of products, employees (natural gas to installation) • Quality: design, testing, codes and regulation • Materials: framing, components, IGUs (given potential unification with IGMA) • Production: assembly/manufacturing • Post-production: delivery and installation

AAMA Video Project

Proposed Elements (continued)• Testimonials

o Member diversity: engineers, CEOs, marketers, etc.o Regulations that require compliance o Broad customer base: architects, builders, homeowners o Importance of developing consensus standards and testing requirements

AAMA Video Project

Videos• Short videos (two to three minutes)

o Overview of the fenestration industry at large (short, two to three minutes ideally)―energy efficiency (including benefits of daylighting: occupancy comfort, well-being)― impact on the economy (workers in small towns, etc.)―delivery and install―vast array of materials, products and applications

o About AAMA (certification, standards, education, membership)o Note: Include statistics that tell a compelling story

AAMA Video ProjectProposed Timeline2019• Jun: Present RFP and vendor options to MSC• Jul: Distribute RFPs• Aug: Select vendor• Sep: Review storyboards• Oct: Film testimonials• Nov: Receive first drafts

2020• Jan: Finalize videos• Feb: Debut videos at Annual Conference

AAMA Video ProjectNext Steps• Review draft Request for Proposal (RFP) • Potential vendors: Angle Vision, Cubic Creative, Flanders Creatives, Gatesman, Key Media

& Research, Sunflower Development Solutions• Request content for b-roll from members (facilities, products, job sites, case studies, etc.)

o Opportunity to showcase not particular member brands, but industry at large o Request via AAMA e-News and during Summer Conferenceo Use video authorization form to obtain copyright permission from members

• Break down portions of the RFP (to determine levels of output/costs)o Develop storyboard (to understand the vision and refine what is needed)o Edit existing contento Record testimonials (approximately five hours)

Market Study

AAMA Market Study

Discussion Leader: Mark Fortun (Endura Products)• Background

o Market studies are published annually ―Full report - even years―Shorter stat review - odd years

o Full study includes three reports―AAMA U.S. Industry Channel Distribution Report―AAMA U.S. Industry Market Size Report―AAMA U.S. Industry Statistical Review and Forecast

AAMA Market Study | New Content

• AAMA received requests to add new elements, questions to market study surveys• Any of these options will add to the cost of the reports

o New elements (as approved by MSC) will be included the 2020/2021 contract• Original quotes from Ducker

o Canadian market (possibly partner with Fen Canada) - $30,000 to $50,000+o Large format door opening (lift and slide, multi-panel, bi-fold) - $15,000 to $35,000o Coatings and finishes (liquid and powder) - $15,000 to $20,000 o Hardware (U.S. and Canadian markets) - $15,000 to $20,000 o Color and type of color application - $3,000 to $5,000

AAMA Market Study | Member Feedback

Fall Conference• Survey results were reviewed regarding what topics are most important to members• Members were asked whether they were willing/able to help with data for proposed topics• Several members indicated they could provide input on the proposed content• Per this feedback, revised quotes were obtained, as creating a new pool of respondents

was seen as the largest expense for these new items

Annual Conference• Straw poll of members: items in Levels 1 and 2 (see next slide) would be worth pursuing• Conference calls held for each topic to develop deliverables and define specific data tables• Based upon input from conference calls, revised quotes were received from Ducker

AAMA Market Study | Revised Quotes

Based on assumptions about the level of detail for each additional requested deliverable and input to be provided by members, Ducker revised quotes, as noted below.

• Level 1 – Simple additional segmentation within existing section, relying heavily on existing respondents, with selected additional supplier input:

o Residential vinyl windows – color and type of color application: $3,000o Res./non-res. alum. windows/framing – coatings, finishes (liquid, powder): $5,000

• Level 2 – New product category within existing section, requiring additional set of supplier inputs specific to this product category:

o Res. entry doors - large format doors (lift and slide, multi-panel, bi-fold): $8,500o Hardware (add to res. windows and doors sections; specific detail/segmentation

required): $10,000 (could be lower or significantly higher; more info needed)

AAMA Market Study | Revised Quotes

(continued)• Level 3 – Additional geography, i.e. Canada, new sets of respondents, analysis, reporting

o Option 1 - Statistical Review level information: $25,000o Option 2 - Replicating detailed segmentation in each market study section: $50,000o Member Input – Postpone until decision regarding AAMA/IGMA unification is final

AAMA Market Study | Final Quotes

Throughout April and May, member experts held conference calls develop detailed deliverables for each proposed topic, providing Ducker with information to finalize quotes.

• Residential vinyl windows o Add color and type of color application: $3,000

• Residential aluminum windowso Add coating/finish application type, AAMA chemistry (2603/2604/2605): $2,000

• Commercial aluminum framing/windowso Expand coating/finish application type, AAMA chemistry (2603/2604/2605): $2,000

AAMA Market Study | Final Quotes

(continued)• Entry doors

o Add large format door category: $8,000―Frame material, panels, configurations (lift and slide, multi-panel, bi-fold, etc.)

• Hardwareo Add Patio Door configurations, locking type: $1,000

• NEW! Storm Windows and Doors (requested at 2019 Annual Conference)o Add Storm Window product category: $13,000 (highly fragmented market)

―Volume, glazing, mounting position, frame material, operationo Add Storm Door product category: $8,000

―Volume, glazing, panel material, operation

AAMA Market Study | Quote Comparison

Round 1 Round 2 Round 3

Canadian Market $30-50k$25k (statistical report) postpone$50k (full report) postpone

Coatings/Finishes $15-20k covered by “alum – comm,” see below

Window Colors $3-5k

$3k (vinyl – res) $3k (vinyl – res)

$5k (alum – res/comm)$2k (alum – res

$2k (alum – comm)

Hardware $15-20k (windows/doors – res) $10k $1k

(patio doors)Large Format Doors $15-35k $8.5k $8k

Storm Windows and Doors Requested prior to Annual Conference, not included in previous quotes

$13k (windows)

$8k (doors)

AAMA Market Study | Next Steps

• Jun: Discuss final quotes with the Marketing Steering Committee• Jul: Prioritize requested items via conference call• Aug: Determine feasibility of budget implications • Oct-Dec: Finalize additions for 2020/2021 contract

Onboarding Task Group

Discussion Leader: Josh Wignall (EFCO), Onboarding Task Group Chair• Onboarding Task Group created at the 2018 Fall Conference• Scope: To create an onboarding program for first-year conference participants, helping

these individuals become comfortable with AAMA events and processes in order to become actively engaged in AAMA committee involvement and event attendance

Onboarding | New Conference Participants

Implemented at Annual Conference• New Participant Welcome Reception

o 30-minute ice breaker to meet Board and staff members and other new participants• New Participant Web Pages

o https://aamanet.org/pages/new-aama-conference-participants• New Participant Profile

o Match new participants with member experts and eventually (at future events) match new participants with a mentor who has similar interests

• Follow up (a week or so later) to receive feedbacko Send a hand-written “thank you” note

Onboarding | Mentor Program

Conference Call | April 8, 2019Establish a mentor program• Develop list of mentor qualifications, as well as training/onboarding for mentors• Invite new participants to reserved lunch tables with mentors and other members who

could help to facilitate discussions and introductions• Add ribbon to mentor badges• Encourage new participants to sign up for the pre-conference activities, including golf• Mentors will focus on the social and networking aspect• Staff will serve to educate new participants regarding process and procedures• Use New Participant Profile in directing registrants to meetings of interest to them• Ask new participants why they plan to attend in order to match to an appropriate mentor

Onboarding | Impact and Difficulty Ranking

Conference Call | April 23, 2019Purpose: To rank items from the brainstorming session at Annual Conference based upon impact and difficulty. Items of greatest impact and lowest difficulty are noted below.

Before the conference• Host a webinar to orient new members with information on the AAMA website

o Showcase online dashboard to help plan for the conference.o Clarify how to sign up for Task Groups, Committeeso Explain industry terms and acronyms, including why they are important

• Highlight project progress and current status of committees and task groups, after talking with participant regarding areas of interest (less overwhelming)

Onboarding | New Conference Participants

Next Steps • Task group to rank remaining items by impact and difficulty, including those suggested for

during and after the conference • Members to finalize the Mentor Responsibilities• Staff to assemble current metrics for new participants to establish benchmarking• Leaders to recruit members for the Onboarding Task Group to ensure diversification

(beyond marketing-focused members)

Brief Review of Council Marketing Initiatives

Council Marketing Initiatives

Discussion Leaders: Council Marketing Representatives

• AMC Marketing – Chair: Josh Wignall (EFCO)o Strategic plan: Continuing work, based upon ranking of target audiences/topics o New “Cost and Attributes” web page and pricing infographic ballot to MSCo Next topic to be addressed is Sustainability, with three key points identifiedo Aluminum news: Chair continues to send tariff-focused information for postingo Social media: Efforts continue, incl. placement of infographics w/ links to white papers

• APG Marketing – Chair: Chad Ricker (Technoform) o Topic ideas being developed to survey members for input on next projecto Survey to be sent following Summer Conference

• FMC Marketing – Cathy Tarkey (Sherwin-Williams)o March-May: Held two conference calls to develop fiberglass website contento Independent session being held during Summer Conference to continue development

• GMC Marketing – Chair John Moore (GED)o Committee held conference call to brainstorm topic ideas for next projecto Email to be sent to Glass Material Council members to get inputo Review web stats for AAMA/IGMA glass standards joint web pages; glassdocs.com

• SSGC Marketing – John Westerfield (CrystaLite)o Skylight/Sloped Glazing Marketing Committee held two conference calls to finalize

the recruitment web page content―Content emailed to Comm in May for final review and additional testimonials―Ballot to be sent to Skylight/Sloped Glazing Council following Summer Conf

o Email broadcast sent to the Skylight Opt-in List to verify interest; one to all members that support the Skylight/Sloped Glazing Council to invite to join the opt-in list

• VMC Marketing – Chair Gary Hartman (Chelsea)o VMC Education Task Group - “Vinyl in Commercial Applications” white paper

―Staff formatting content for layout as a white paper―Ballot to MSC for final review/approval, pending completion of AMC Mktg ballot

o VMC Web Development Task Group―Task group is updating vinyl-related pages on AAMA website―Held working session during Annual Conference―Staff emailed resources by topic to task group members―Task group to hold conference call May/June to continue content development

• Wall Interface Council – Kim Kenzevich (AmesburyTruth)o No projects to report

• Wood & Cellulosic Material Council – Erin Johnson (Quanex)o No projects to report

Other Marketing Initiatives

GlassBuild America Plans

Discussion Leader: Angela Dickson (AAMA)• September 17-19 in Atlanta, GA• Exhibiting in the Industry Pavilion (Booth 4041)

o Booth layout is still pending• Participating as an association partner, along with NGA/GANA and IGMA

o Exploring signage options depending upon final unification vote• Promoting the show on the AAMA website, AAMA e-News and social media

Upcoming Ballots

Preview of Future Ballots

Discussion Leader: Mark Fortun (Endura)

Upcoming Ballots• Summer | VMC Education Task Group: Commercial vinyl white paper• Summer | SSGC Marketing Committee: Skylight recruitment web page • Pending | FMC Marketing Committee: Fiberglass web content• Pending | VMC Marketing Committee: Vinyl web content

Preview of Future Ballots

The Importance of Voting• The goal is to send one ballot at a time to the Marketing Steering Committee• MSC has the final approval ballot (similar to Product Group) for ALL marketing projects

Voting Best Practices• Please vote promptly to ensure the project’s momentum, avoid backlogs• Your review should include adherence to neutrality guidelines• Your review should NOT include technical review (that already occurred with the council)• A non-vote does NOT count as an abstention

Balloting Reminders

Voting Reminders• Have questions?

o Contact AAMA staff or committee chair for questions about the item(s) being balloted• Not comfortable voting?

o Abstentions are acceptable• No Comments?

o Please do not type “no comments” in the comment box; leave empty and submit

Balloting Reminders

Voting Reminders • Have a comment?

o When possible, attend meeting or conf. call where ballot responses will be reviewedo If unable to attend, provide details to AAMA staff, who will share with resolving group

• Disapprove of the ballot? o Include the following in your comment:

1. Reason for disapproval 2. Recommendation to fix the issue by providing alternate language

New Business

Form or Disband Groups; Discuss Dormant Groups

• Requires motion, second and vote from the applicable Board Committee’s voting members• Formation of task groups also requires:

o Group nameo Chairo Scope

• Initial rosters are established for newly formed task groups via the yellow form to be circulated during the meeting and then posted in the AAMA Conference Registration area

New BusinessMSC Voting Members Only

Other New Business?

Reporting Items

Written reports provided in presentation slides only; no verbal reports are delivered

• Website Report and Statistics• Promotion Report• Media Activity Report• Social Media Report

Website Report and Statistics

Website Help Desk in Café AAMA

Need help navigating the AAMA website?• Learn helpful tips and tricks• Locate valuable member tools

Lori Benshoof, AAMA Senior Coordinator, Web Services, is holding• 15-minute, one-on-one sessions in AAMA/IGMA registration area• Tuesday, 9:30–10:30 a.m.; 12:30–1:30 p.m.• Wednesday, 8:30–9:30 a.m.; 11:30 a.m.–12:30 p.m.; 1:30–2:30 p.m.

Visit the Help Desk during these times to meet with Lori or to sign up for a session.

Web Development | AAMA Site

Enhancements (since Annual Conference)• Added button for list of member leaders and staff liaisons in Committees area• Fixed login credentials to store username and password (saves for up to one month)• Established ability to have audience specific internal ads on the website• Added the flexibility of product-, material- or topic-specific header images throughout site• Added New AAMA Conference Participants pages prior to Annual Conf

o Created internal ads and buttons throughout the site to direct users to these pages• Added “About AAMA” global link to menu (next to “Contact Us” link) for easier accessibility• Adjusted website search results to display more relevant results first based on keywords in

the title or content of the page

Web Development | Statistics

Observations (Jan-Apr, compared to same time period last year) • Sessions (+29%), users (+31%) and new users (+33%) increased significantly• Page views have increased 23% with an average time of 1:19 per page• Bounce rate is 7% higher overall; continuing call to action ad placement to improve

o Researching other ways to decrease the bounce rate• Pages per session and average session duration are down slightly

o Attributed to visitors finding what they need in fewer steps• Referrals for AAMA e-News (+23%) and social media (+6%) increased

Full Website Statistics

Web Development | Speed

Website SpeedCompleted mid-February• Programming enhancements implemented on the backend server to improve functionality

of the overall site• More robust caching solution implemented for information related to the Member Directory

and Committees pageo Allows the site to store as much information as possible in server memory and

automatically refresh that information from the database every five minutes

Web Development | New Member Database

• NJS Enterprises (AAMA’s existing IT vendor) is working to develop a custom database• Future impact of new database on web development

o Easier integration between database and siteo Less custom programming and thus quicker integrationo Better member experience with more features

• Timelineo Phase 1: to be implemented October 2019

―Administration of system―Membership data and billing―Events including registration―Committees and Task Groups―Education data―Basic communications abilities

• Timeline (cont’d)o Phase 2: to be implemented in 2020

―Marketing (including newsletters and analytics)―Professional Certification Integration FenestrationMasters Learning Management System (LMS) InstallationMasters website

―Product Certification―Ballots and other surveys―Online Store, AAMA Virtual Library

Promotion Report

Promotion | 2019 Plans• Adjust audiences to refine targets; explore local events as part of a grassroots effort • Develop online ads that are not skippable, display across internet to target audience

PromotionMSC Voting Members Only

Promotion | Learn More Forms

• Place greater emphasis on conversions for membership, product cert, FenestrationMasters• Develop clean landing pages (with unique Learn More forms) for each campaign topic• Drive traffic to Learn More forms for all media placements in 2019 to track submissions

Media Activity Report

Media ActivityPress Releases• 2019: This year is on track with AAMA’s media activity goals.• 2018: press releases at four-year high; columns dropped slightly after Julie Ruth’s retirement

o Julie authored a regular codes column which was replaced by a semi-regular column

Media Activity

2019 Activity (compared to 2018)• 18 press releases (1 more)

o 10 releases related to AAMA events; 2 related to documents; others covered the AAMA webinar program, staff, education, window safety and the AAMA market study

o News section of the site ―8,882: Total page views―4,713: Entrances (page views by visitors with a direct link)

• 10 regular columns in 3 industry mags (1 fewer than 2018)o Publications include Door & Window Market, Window & Door and Glass Magazineo Staff-authored guest columns in Window & Door and Glass (topics have included

window safety and social media)

Media Activity

2019 Activity (compared to 2018)• 69 confirmed pick-ups of AAMA-initiated media (13 more)

o Including PRISM, Retrofit, Building Design + Construction, USGNN, more• 42 mentions in editorials not initiated by AAMA (8 more)

o Including Construction Specifier, Products Finishing, The Fabricator, more

Note: AAMA mostly relies on Google Alerts and Google Analytics “trackbacks” to identify sources of visitors to our site and continues to scan industry e-news publications for mentions. Twitter has been a helpful source for providing mentions, as industry publications continue to tag @AAMAinfo in posts.

Media Activity

2 Feature Articles (same as 2018)• Spring: California Building News | Summary of AAMA Annual Conf, Western Region Summit• May: Construction Specifier | Aluminum finishes documents

2019 Opportunities• Construction Specifier feature about new Curtain Wall Manual (October 2019)• Upcoming topics currently being pitched to industry publications include:

o Anchorage (AAMA TIR-A14 and AAMA 2501)o Sealants (AAMA 812)o Comparative analysis (AAMA 2502)

AAMA e-News

MailChimp Stats• MailChimp used to design and deliver

AAMA e-News monthly• Tracks industry benchmarks

o Open rates: how many people opened each newsletter

o Click rates: how many, and what links, were clicked

o AAMA e-News is above industry avg for mfg sector for both metrics

AAMA e-News

MailChimp Stats – March Highlight• AAMA e-News, March 2019 edition, delivered to 3,113 recipients

Social Media Report

Social Media

Purpose• Solidify AAMA as industry experts• Increase user engagement• Increase brand visibility

Objectives• Encourage member interaction between events• Engage AAMA members who do not attend events• Promote AAMA events, products and services• Distribute timely/customized communications

Social Media

Metrics (compared to previous year)• LinkedIn Groups

o AAMA: 2,652 participants (+3%); AAMA members and non-memberso AAMA Leg & Reg Forum: 199 parts. (+3%); members onlyo AAMA Southeast Region: 201 parts. (+4%); members only

• Twittero 1,728 followers (+16%); average of 16 new followers/montho Janice Yglesias, AAMA Executive Director, created an account late last year and is

live tweeting from industry events and retweeting AAMA and industry news• Instagram: 167 followers (+49%) and 230 posts• Blogs (3 per month): 4,022 entrances (page views by visitors with a direct link)

Social Media

Top 3 blog posts for 2019• Trade Secrets: Looking Back on

the Wild and Weird in 2018 AAMA Customer Service Calls

• Member Edge: Josh Wignall Discusses Messaging Millennials

• Trade Secrets: Consumer, Plant Safety of Equal Import

Social Media

Top 3 most visited links per social media channel for 2019• LinkedIn

1. AAMA Member Profile: Josh Wignall Discusses Messaging Millennials

2. AAMA Recognizes Industry Leaders for Excellence, Marketing, More During 82nd

Annual Conference3. Caring for Your Windows, Doors

and Skylights

Social Media

Top 3 most visited links per social media channel for 2019• Twitter

1. AAMA News Landing Page2. AAMA Blogs Landing Page3. AAMA Events Landing Page

At right: Top media (photo) tweet in 2019 YTD with most re-tweets,

largest reach was from March

Social Media - Twitter

Twitter• AAMA’s Twitter engagement

during national conferences grows more with each event, establishing connections with attendees and those who are unable to participate in person.

• AAMA also uses its large platform to recognize members for accomplishments, milestones and other causes for celebration.

Social Media - Instagram

Instagram• Personable, behind-the-scenes look at the association and its staff, plus special member

events during in-person AAMA meetings and conferences

Kim Flanary’s memorial #MeetUsMonday Kim Flanary 5K Run/Walk

Social Media

2019 Initiatives• Continue writing blogs, share with industry mags• Develop additional videos to share via promotional

efforts and across social mediao Share interviews with AAMA staff in AAMA e-

News, on AAMA website and via social media, such as AAMA/IGMA interview with both associations’ Executive Directors in Feb

o Repurpose #AAMAInAWord video (Fall 2018) for future use

o Create additional video with member interviewso Continue with 30-second spots to promote

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