A proven dealer home improvement program

dramatically increase the effectiveness of Home Improvement Time programs in cities and communities. There are two types of programs available: a spring-summer plan, "It's Home Improvement Time," and a fall-winter plan, "Energy Management is a Family Affair."

According to Jim Stewart, the program coordinator of Home Im-

By Edward A. More

!=OR THE lTth year, the Home f Improvement Time Program has been launched throughout the country, sponsored by l5 national trade associations and 44 national building product manufacturers and publications.

This annual cooperative industry promotion and public relations program will encourage millions of Americans to improve their homes, either by a do-it-yourself project or by the professional remodeling contractor. It is "opportunity time" for dealers because the growing home improvement market will continue its yearly rise in spite of a sluggish economy. Remodeling is a 50 billion dollar industry and it is expected to grow by l09o to l59o in 1981.

While most of the promotional and publicity materials updated yearly are the basic selling tools used by home centers, retail lumber dealers and remodeling contractors, the local community program has shown tremendous growth in the past several years, and serves to

Edward A. More is o veteran of 25 years marketing monagement with Formica Corp. and a vital link between the company and the home remodeling industry. A two-term president of the Nationol Home Improvement Council, he hos retired from Formico ond opened Edword A. More & Associates, marketingmerchandisingconsultants. -ed.

Story at a Glance

Cooperative industry promo. tion successful for 17 years .. . foremat for imolementa. tion bottom line results.

provement Time located in Carnegie, Pa., over 650 community program packages were ordered last year, and used for local programs. A community program is generally organized and sponsored by local remodeling contractors, builders, building material dealers, newspapers, utilities and lending institutions. The purpose and objectives are to develop community wide participation by all facets of the industry, so that all consumers are aware of the program and are exposed to the products and services available to help them improve their home.

A community package file, available free of charge, includes detailed guidelines for developing your program. It outlines step-by-step the procedures to follow to organize and implement your program.

The first step is a small informal meeting of the local affiliated associations, the leaders in all branches of the building and remodeling industry. The Chamber of Commerce, utilities. financial institutions. newspapers, radio,/tv stations, home centers, remodeling contractors and distributors should form your steering committee.

Appoint an executive committee to develop a large organizational luncheon meeting of all representatives. This should be a "Dutch treat" luncheon meeting at which time the various committees are presented and their functions outlined. At this meeting it is important to have good coverage by the media and the attendance of your mayor, and industry leaders.

Standing committees should include:

Liaison-This committee should have a representative from each group acting as a coordinator of the promotion and publicity from his particular group. Finance-This committee is responsible for coordinating the promotional, advertising and publicity funds available.

Publicity-This committee should maintain a flow of information

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American Gas Association

Ameiican Home Ughting Inetitute

Asphalt Roofing Mfg. Association

Cali forniri Redwood Assoaiation

Edison Elec'tric Institute

Home Center Institute

Home Ventiluing Institute

National Assoeiation of Home Builders P|umbingContractors

Our big Woodland, Ca., plant has the equipment to do the job for you. Oun nemanufactuning machinery in- / cludes a planen, moulden, straight line rip, a gang nip, a single and a double resaw and P.E.T.

We'ne r€ady to help, just call

Or. [503] 68,4444s

666-1991

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