Marketing Committee Meeting

1. Marketing Committee Meeting John Buckley Marketing Committee Chair

2. Objectives • Review Certification Oversight Committee (COC) plan to address changes needed as a result of the new color retention standard • Review and provide input on America Sides with Vinyl (ASwV) marketing initiatives scheduled for the remainder of the year • Discuss to decide on trade advertising targets • Brainstorm an actionable Path Forward to execute the Strategic Builder Initiative • Discuss existing photo assets and, if needed, a Path Forward to update • Decide if the Primary Marketing Contacts or larger Marketing Committee should convene in-person quarterly (adding winter and summer meeting dates) Approve?

3. Antitrust Reminder • Do not discuss or exchange information regarding • Prices • Production • Marketing procedures, including • Matters that could be interpreted as potentially excluding suppliers, customers or competitors • Matters that could be interpreted as potentially divvying up the market For more guidance, see page 2 of your agenda

4. Minutes: 1/24/14 • Staff changes, which included hiring a new senior manager and operations coordinator to bring more communications work in-house • Q1 Tools & Tactics, which included • An overview of the criteria used to select Haven Home Media to execute the consumer ad campaign • A preview of the website’s new look and navigation features Approve?

5. Committee Responsibilities • Objective • Ensure that VSI’s marketing strategies and initiatives are focused on keeping vinyl and other polymeric siding the #1 choice • Strategy • Maintain the highest level of member participation on marketing decision-making • Ensure that certification program responsibilities are fulfilled • Support marketing program execution and results • Facilitate communications to VSI and from member companies

6. Committee Structure

7. Committee Staffing • Hillary Thrasher • ASwV strategy, planning, leadership • Marketing Committee staff liaison • Jeff Smith • Long- and short-form content development • Media contact • Curtis Norman • Project tracking and management • Track, analyze and report on performance metrics • Deina Hashimi • C&R communications • Trade show administration • Counsel • Jery Huntley, president & CEO • Dave Johnston, technical advisor • Matt Dobson, C&R advisor • Karen Faber, certification programs advisor

8. Transition to New Color Retention Standard Karen Faber VSI Manager, Certification

9. Color Retention Standard Change • Why? • Hunter color space on which current ASTM D6864 and ASTM D7251 are based is considered obsolete • CIELab color space provides access to state-of-the art color measurement technology • Separate color regions and ellipsoid value equations eliminated in favor of single evaluation criterion • Both solid and variegated colors included in one standard • Status • New standard ASTM D7856-14 published in February • Technical task group working on cleanups and tweaks to be added later this year • Process begun to incorporate new standard into color retention certification

10. Path Forward • Technical and marketing changes to the VSI Product Certification Program are needed to address the new CIELab-based color retention standard • COC created a task group of technical and marketing representatives to develop the transition plan to the new standard (for vinyl siding, insulated siding, and polypropylene siding), recognizing the multiple-year weathering requirements and need to change logos/labels/ taglines, etc. • Jennifer Petruzzi and Jonathan Wierengo represent the Primary Marketing Contacts who will be asked for input as the task group works • Transition will be slow, deliberate, and communicated broadly with a reasonable transition timetable • Input will also be sought on documents that can be sunset, especially those in Tool Kits

11. Sample Document and Marketing Changes • VSI Product Certification Program Guidelines • VSI Product Certification Program Color Retention Requirements • All product-specific requirements documents • Instructions for Program Label, Program Logo and Tagline Use • New color retention certification Labels, Logos, and Taglines • Official List of Certified Products and Colors • Certified siding web pages • Marketing language • Quality and Comfort You Can Count On • Quality and Color You Can Count On • Siding with Codes • Publications Order Form • Marketing PowerPoint • Boilerplate press releases • Tool Kits

12. ASwV Marketing Initiatives: Q2-Q4 Hillary Thrasher VSI Vice President, Communications

13. Any Questions on Q1 Tactics?

14. Monitoring, Measuring and Fine-tuning • Throughout the year, staff is closely monitoring performance metrics and making necessary adjustments to • Consumer advertising • CTR, engagement, interaction • Website traffic • Page visits, downloads, shares • YouTube • Views, comments, shares • Facebook • Page/Post “Likes”, reach, engagement • Houzz • Photo clicks, idea book “adds” PMCs will receive monthly Metrics beginning May 1

15. 2014 Tools & Tactics * Updated

16. Member Discussion &Decision-making • Strategic Builder Initiative ($90k) • Developing the Path Forward • Trade Advertising ($85k) • Narrow down • Image Development/Photo Assets ($20k) • Are we putting our best façade forward? • If not, let’s develop a Path Forward using manufacturer supplied photography or investing in a professional photo shoot

17. Strategic Builder Initiative (SBI) Hillary Thrasher VSI Vice President, Communications Jery Y. Huntley VSI President and CEO

18. What’s the problem • Agree on the definition of the problem and where to focus our efforts • James Hardie’s momentum threatens our industry’s ability to remain the #1 choice in exterior cladding • Put industry’s energy and resources into solving the problem in Atlanta and Charlotte • What is the root of that problem? • Outspent • Outmanned • Brainstorm and agree • Are our problems in Atlanta and Charlotte the same or do we need to bifurcate our strategies?

19. Solution Thinking • Brainstorm solutions • Narrow down those solutions (as/if needed) • Possible criteria includes available budget • Agree on which solution or set of solutions we’re willing to support and help implement

20. Action Planning • Having an agreed-to solution, how will we implement the strategy, who will implement (which parts/phases) and by when? • How will we measure progress/success?

21. Final Agreement • Do the Primary Marketing Contacts believe that we’ve developed a Path Forward to solve the stated problem?

22. TacticsBrainstorming: Charlotte

23. TacticsBrainstorming: Atlanta

24. Trade Advertising Hillary Thrasher VSI Vice President, Communications

25. 2014 Tools & Tactics Proposed • ForResidentialPros.com (Cygnus) • Qualified Remodeler • HouzingZone.com (Scranton Gillette) • Professional Remodeler • Professional Builder • Building Design & Construction • Hanley Wood properties • Builder • Remodeling • Replacement Contractor • APA.com

26. Path Forward

27. Photo Assets John Buckley Marketing Committee Chair

28. Discussion • Are we using dated images? • Do we need more images that reflect consumer preferences/trends? • Are all manufacturers willing to provide us with their brand-agnostic photo assets? • If not, let’s discuss a Path Forward to add more professional photos to our library

29. Path Forward

30. Follow-up John Buckley Marketing Committee Chair

31. 2015 Planning Schedule • Starts early/mid-summer … • Staff will draft Tools & Tactics for 2015, making assumptions based on known performance metrics at the time (subject to change) • Primary Marketing Contacts will meet virtually or face-to-face to react to recommendations, provide input/upgrades • The Marketing Committee will convene prior to the Steering Committee’s meeting to endorse the finalized plan

32. Action Items

33. Meeting Review Plus Delta

34. Future Meetings • Should Primary Marketing Contacts meet in-person each quarter (adding winter and summer to the schedule)?