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Trex Company Wins Prestigious EFFIE Award For Advertising Effectiveness
The EFFIE Award recognizes advertising effectiveness among American businesses. Criteria for the EFFIE Award include not only visual and creative measures, but also a campaign's ability to produce outstanding results in the marketplace. The Trex Company's "outside the rectangle" campaign was judged on its ability to meet and in many cases exceed specific marketing and advertising goals, including dramatic increases in lead generation, Web site visits and revenues. The Trex campaign featured breathtakingly beautiful Trex decks in dramatic locations where conventional decking could never hold up.
The EFFIE Awards were introduced in 1968 by the New York American Marketing Association and have become the industry benchmark for successful ad campaigns. In addition to the United States, EFFIE Award competitions are held in sixteen countries.
"We are very pleased to have our marketing program recognized with an EFFIE Award," said Andy Ferrari, Trex Company's Executive Vice President of Sales & Marketing. "It's very gratifying to know that our marketing and advertising programs are effectively reaching our audiences with the benefits of Trex(R) decking."
Ferrari said Trex Company has a very strong advertising partnership with Carmichael Lynch, a Minneapolis-based advertising and collateral agency. According to Patrick Weas, Account Director at Carmichael Lynch, the firm took on the challenge of helping Trex Company redefine the decking category and convert homeowners from wooden deck surfaces to Trex decking. "We challenged homeowners to dream and inspired them to build spectacular Trex decks, with beautiful curves and angles, splinter-free comfort and no more staining and sealing," said Weas. Made with recycled and reclaimed plastic and waste wood, Trex decking is splinter-free and requires no staining or sealing for protection.
In addition to advertising, Trex Company's in-house marketing team works with Precise Communications, a public relations firm in Morris Plains, New Jersey, and oversees contractor incentive and training programs, such as The Trex Builders Club(TM) and TrexPro(TM) programs. The company also has a popular Web site at www.trex.com, which last year had more than 20 million web hits.
"All of these factors have been a winning combination for us," said Ferrari. "During the past year, approximately 2/3 of all the non-wood decks constructed were Trex decks." Ferrari added that the company is striving to make the Trex(R) brand a household name, which has been a long-term goal of Trex Co. since it began marketing the product.
In addition to the EFFIE Award, Trex Company was ranked #1 on Forbes Magazine's list of the "200 Best Small Companies in America" in October 2000; won IndustryWeek's Growing Companies 25 Award in November 2000; and was named one of Business Week's "Top 100 Hot Growth Companies in May. To locate your nearest Trex dealer, call 1-800-BUY-TREX. Or, for product information and dealers, visit the company's Web site at www.trex.com.
Trex(R)Easy Care Decking(R), Trex Builders Club(TM), and TrexPro(TM) are trademarks of Trex Company, Inc., Winchester, Va.
CONTACT: Lippert/Heilshorn & Associates William Walkowiak, 212/838-3777 or Maureen Murray, 973/993-1570