As part of IFAI’s mission to make consumers more aware of specialty fabrics products and to increase the market for specialty fabrics, the IFAI Board partnered with its PAMA division starting in 2006 on a strategic public relations campaign focused on residential awning awareness. Although awning companies have mostly fabricated awnings for commercial, retail and high-end residential accounts, much of this market focus stems from the 1940s when air-conditioning was introduced. The air-conditioning industry heavily marketed to consumers, who over the years forgot about the benefits of awnings. Now with rising energy costs and increased consumer interest in outside spaces, the potential for residential awnings is enormous and there is a new need to teach the market about their benefits and availability.

Three years a winner, The Awnings Today Campaign is now in its fourth year. PAMA works with a professional public relations team to create targeted messages to educate consumers and the public about awnings and awning benefits. These targeted messages are sent to home and garden, home improvement, energy/green living and related publications, websites, broadcast media, blogs and social media to grow demand for fabric awnings nationwide.

Key messages include:

• There are awnings for all types of residents, homes and incomes
• As homeowners look to improve their homes, awnings can quickly add beauty and value
• Awnings are a great way to protect homeowners and their homes from the sun’s damaging rays
• Awnings save energy costs
• Awnings can help homeowners increase their time and enjoyment outdoors
• Visit www.awningstoday.com to learn more about awnings or to find a nearby Professional Awning Manufacturers Association member

Public relations is the key to the campaign, with a series of ongoing, proactive media relations blitzes reaching thousands of news media, including newspaper and magazine reporters, television and radio producers, and website content managers. These public relations efforts will inspire media and other third parties to promote the purchase and use of residential awnings, building positive consumer and industry awareness.

PAMA members benefit from this targeted nationwide awareness campaign which is now in its third year. All PAMA members are listed on the www.awningstoday.com consumer Web site so potential buyers can find awning fabricators in their area.

Be part of this exciting initiative! JOIN PAMA TODAY!

Learn the latest results of this on-going campaign:

Campaign Statistics:

Year 1 Outreach
Impressions= estimated number of readers through print and on web sites: 41 Million

Referrals to PAMA members through the store locator: 1,097