RFCI Launches Beautifully Responsible Campaign
La Grange, GA, December 9, 2020-The Resilient Floor Covering Institute (RFCI) and its 22 manufacturing company members officially launched a campaign to inform and excite consumers that resilient flooring is a Beautifully Responsible choice for their homes. This message includes all resilient flooring types, including rigid core and flexible luxury vinyl, vinyl composition tile, linoleum, vinyl sheet, rubber and cork flooring.
The Beautifully Responsible campaign highlights three principle areas: Mindful Manufacturing, which reflects sustainability leadership; Living Well and delivery of a cleaner healthier interior; and Made for Life extolling the durability and performance of resilient flooring.
Shelton Group, the leading marketing communications agency focused in sustainability and corporate social responsibility, that led the campaign’s development will be working to support the campaign over of the course of 2021. In order to educate and position resilient flooring as the answer to their flooring needs, Shelton Group, working with RFCI, developed a multi-pronged strategy to reach homeowners, designers, decorators, and businesses with the advantages of resilient. These tactics include a consumer website (BeautifullyResponsible.com), influencer marketing, blogs, video, social media (including Instagram, Pinterest and YouTube), Google Display Network, and others. RFCI has also included the Beautifully Responsible message on its website rfci.com and will be promoting the campaign to the floorcovering trade.