Open Up To Performance, the Window & Door Manufacturers Association’s (WDMA) primary website supporting its public relations initiative approved in 2019 continues to gain traction by connecting builders and architects to industry information and resources.

The virtual WDMA Spring Meeting and Legislative Conference kicked off on Wednesday, March 30, and runs through Thursday, March 31. WDMA president Michael O’Brien began the conference by addressing the WDMA public relations initiative approved in 2019. The effort aims to elevate the value of high-performance and high-quality windows, doors, and skylights to key target audiences. O’Brien says target audiences include residential builders and remodelers and residential and commercial architects.

“We do that through educating and informing through target social streams and key target media, about the value of high-quality door, window, and skylight products,” O’Brien says. “We leverage social content through primary online streams to elevate the name of WDMA, Hallmark Certification, and our industry standards. And we seek to influence target media to secure earned coverage in outlets catering to residential builders, remodelers, and architects.”

Open Up To Performance, which O’Brien describes as a microsite supported by “robust” content designed to provide information to those targeted audiences, is the flagship website for that effort.

“They are categorized so they can quickly find blogs relevant to them,” O’Brien says. “If they want to look under design, performance or sustainability, there are categories for that. If they want to just look at things that are targeted at architects, there’s a drop-down just for architects, so it will curate the articles designed for architects.”

The site includes pages loaded with imagery and quick links to webinars, some of which offer CE credits. Also available through Open Up To Performance is a section where builders, architects, and remodelers can connect with manufacturers through direct links to their websites.

O’Brien says there was a significant increase in engagement in 2020, which he attributed at least in part to people having more time on their hands with the COVID-19 pandemic.

“We’re still doing quite well, but 2020 was a really phenomenal year in terms of the results we were getting on things like unique visitors, page views, the webinar clicks, and the manufacturer clicks,” says O’Brien.

For more information on Open Up To Performance, go to

The WDMA Spring Meeting and Legislative Conference continued Thursday.

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