Atlanta—The Resilient Floor Covering Institute recently convened its Technical Advisory Committee and Marketing Committee for two days of meetings here.
The Sept. 1-2 meetings focused on technical engagement, key association initiatives and market education. Technical experts, engineers and marketing professionals from RFCI manufacturing members attended. Representatives from several RFCI partner organizations also joined the meetings.
“RFCI’s committees bring together an extraordinary depth of knowledge and experience,” said Bill Blackstock, president and CEO of RFCI. “The willingness of these professionals to share their time and expertise strengthens our industry and helps RFCI address important technical, regulatory, sustainability and marketplace issues. The timing of these meetings is not by chance. After the upcoming Legal Advisory Council’s (LAC) meeting in Washington DC, the collective feedback and wisdom from these committee meetings is used to strengthen RFCI’s overall deployment model that is reviewed in detail with the RFCI Board and shared with all members at our Fall Meeting in October at Pelican Hill.”
During the Technical Advisory Committee meeting, members reviewed progress from RFCI’s Working Groups and other association initiatives. The groups focus on issues in the resilient flooring sector that require dedicated attention and advancement.
Committee members also received updates on regulatory developments and the latest revision of ASSURE Certified. Discussions covered content for RFCI’s new website and other issues affecting resilient flooring manufacturers and the broader flooring community. Representatives from key strategic partner organizations also participated in the discussions.
RFCI’s Marketing Committee met the following day to examine the marketing implications of technical and industry developments.
Presentations included updates on the “Beautifully Responsible” program and the Green Building Initiative. Attendees also heard a presentation on artificial intelligence in marketing.
The committee reviewed a new attribute for ASSURE Certified and the development and launch of RFCI’s new identity and website. Venable LLP also provided its latest update on advertising law, a regular component of the meetings.
“Our technical and marketing efforts are closely connected,” Blackstock added. “Sound technical work provides the foundation, while strong communications help distributors, dealers, specifiers and other audiences understand why that work matters.”