Armstrong honored for American Scrape campaign

Home Inside FCNews Armstrong honored for American Scrape campaign

Nov. 4/11 2013; Volume 27/number 14

Lancaster, Pa.—Armstrong World Industries was presented last month with the gold award for Excellence in Marketing in Hanley Wood’s 1st Brand Builder Awards. The company was honored for its campaign that joined its American Scrape product and Homes for Our Troops (HFOT).

The Brand Builder Awards recognize the most innovative and effective marketing campaigns throughout the residential and commercial design and construction industry. The competition is designed to honor organizations that have demonstrated superiority in their ability to develop, create, implement and execute marketing strategies and tactics that define excellence.

“Armstrong is well deserving of the recognition it received,” said Frank Anton, vice chairman of Hanley Wood. “We are seeing the effects of the recovery of the housing industry take hold as companies begin to expand their marketing efforts, especially on the digital and social media fronts.”

Mara Villanueva-Heras, vice president at Armstrong, noted,  “Armstrong wanted to support a cause that aligned with our core values, our employees and our customers; it’s an extension of our brand and a natural partnership. Honoring those who have served our country and given so much is simply the right thing to do. But in addition, we see that our customers are increasingly more concerned about the behaviors, values and actions of the companies from which they purchase.”

The Made in the USA story coupled with the company’s support of HFOT gives American Scrape its own unique positioning. Launch highlights include Armstrong’s contribution of product to HFOT, a national nonprofit, non-partisan organization that has built over 30 specially adapted homes in 2013 for severely injured veterans.  The donation is being funded from American Scrape’s 2013 sales. Armstrong plans to continue the partnership into 2014.

“Armstrong distribution, sales representatives and retailers are encouraged to get involved at the local level for each HFOT  build,” said Armstrong senior vice president Kevin Biedermann. “We coordinate with HFOT on each location where a home will be built. Local American Scrape retailers and our distributors usually get involved in the volunteer day, installation or assistance with product donation. Not only does the veteran get to engage with businesses and individuals in his local community, we are also building awareness for HFOT and providing support to our local retailers and distributors for American Scrape.”

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