Value Driven Growth for the Vinyl Industry Resilient Floor Covering Institute Ned Monroe, President and CEO October 29, 2019

Founded in 1982 Represents leading U.S. manufacturers of:

Full Members

Associate Members

The Vinyl Institute

Vinyl resin

Vinyl chloride monomer

Vinyl additives, and modifiers

DR. OZ VINYL POOL TOYS

Our rebuttal to Dr. Oz’s segment attacking PVC pool toys garnered 14,001 impressions and more than 300 engagements.

Our response garnered more traction on social media than any of the posts containing the original segment.

We also deployed Google search ads to capture any residual search traffic.

TWITTER – case studies VINYL VERIFIED

IMPRESSIONS

ENGAGEMENTS

ENGAGEMENT RATE

14,001 339 2.42%

NATIONAL GEOGRAPHIC

Our response to National Geographic garnered 11,980 impressions and almost 1,000 engagements.

The 7.93% engagement rate is almost 4x the industry average rate of ~2%.

TWITTER – case studies VINYL VERIFIED

IMPRESSIONS

ENGAGEMENTS

ENGAGEMENT RATE

11,980 950 7.93%

Our pushback against HBN’s anti-PVC reports ranks organically on the first page of google search results for “Healthy Building Network PVC pipe.”

Our content is the #1 Google search result for “Topeka PVC” and is the #5 result for “pipe durability.”

Vinyl Verified also ranks on the first page for relevant searches for vinyl content from EWG, National Geographic, and Dr. Oz.

Improved organic search ranking, due to continued site population and promotion, likely contributes to an increase in traffic coming from Google in 2019 (39%) compared to 2018 (24%).

Our Google search ads have been served more than 18,500 times and have generated 136 clicks.

GOOGLE – ads and organic placement VINYL VERIFIED

Our ads have been viewed more than 360,000 times and have garnered almost 10,000 engagements This represents a 611% increase in impressions and a 570% increase in engagements over the same time period in 2018.

TWITTER – ad engagement VINYL VERIFIED

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Our ads have been viewed more than 360,000 times and have garnered almost 20,000 engagements This represents a 611% increase in impressions and a 570% increase in engagements over the same time period in 2018.

TWITTER – ad engagement VINYL VERIFIED

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Doing more … with less

Leadership in … “Doing MORE with LESS” -  Collaboration -  Anticipate Challenges/Trends -  Return on Investment

Vinyl Industry Overview

Top Vinyl Industry Improvement Categories

Waste Management & Recycling

Landfill Diversion

Community Health & Safety

User Health & Safety

Health & Safety

Emissions to Air

Biodiversity & Emissions to Soil

Emissions to Water

Emissions

National Geographic $10 Million Campaign Against Single- Use Plastics

HasbroSaysIt’sGameOverForPlasticPackaging

It’scrunchtimeforCalifornia’splantophaseoutsingle-useplasticsby2030

MayordeBlasioSignsExecutiveOrdertoEndCityRelianceonSingle-UsePlastic

• VinylSustainabilityCouncilformedV-CycleTaskForce

• Growrecycleamountsthroughimprovementoftechnologyandinfrastructure,developingapplicationsandmarkets,andcommunicatingsuccess.

Vinyl Industry Overview

LandfilledPVCinPerspective

Source: U.S. EPA Municipal Sustainable Materials Management Report for 2014

All Materials (Metals, Glass, Paper, Wood, Textiles,

Rubber and Leather, and Plastics)

185.3 Billion Pounds

Polyvinyl Chloride 0.8%

1.4 Billion Pounds

All Plastics 27% 50.2 Billion Pounds

RecycledVinylMaterials–U.S.andCanadaPost-ConsumerRecycledVinylUp40%Since2014

Source:TarnellCompany2017VISurvey,SoldAmounts

Pre-ConsumerVinyl

904MillionPounds

VinylLandfilledbyRecyclers

7.1MillionPounds

Post-ConsumerVinyl

146.5MillionPounds

Reprocessing Capabilities Growing 2013vs.2016

100806040200

30

9 311

39

81

1827 29

62

3 4

28

2013Facilities 2016Facilities

Source:TarnellCompanySurveys

Solutions to Increase Post-Consumer Vinyl Recycling?

•  Encourageendmarketfinishedvinylproductscontainingrecyclecontent

•  Fence,deck,siding,windows,flooring,DWVpipeandfittings•  Investinrecyclinginfrastructure

• Collection,sortation,separation,cleaning,reprocessing• Assistwithlogisticalsupportandinnovations

@VinylinDesign@Vinyl_Vfied

Vinyl360November5-7,2019BonitaSprings,FL

+VantageVinylVantageVinyl.com

Questions?NedMonroeTheVinylInstituteNmonroe@VinylInfo.org202-765-2281

Vinylinfo.orgVinylVerified.comVinylinDesign.comVantageVinyl.com