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# Floor Coverings International taps Response Labs as Brand Agency Partner
- URL: https://capitolcommunicator.com/floor-coverings-international-taps-response-labs-as-brand-agency-partner/
- Published: 2024-03-01T21:27:30.000Z
- Updated: 2024-03-02T02:09:31.000Z
- Author: Capitol Communicator
- Tags: Agency, Maryland News, #wp-top-right-sponsored, #Import 2026-10-08 18:54

[**Response Labs**](https://www.responselabs.com/?ref=capitolcommunicator.com) **has been named the Brand Agency of Record for** [**Floor Coverings International (FCI)**](https://floorcoveringsinternational.com/about-us/?ref=capitolcommunicator.com)**.** According to a release from Response Labs, “FCI is a leading flooring company known for its service-first and innovative approach offering a diverse range of high-quality flooring solutions. They have an aggressive growth goal over the next few years and a clear plan. We are honored to be tapped to bring their vision to life. Response Labs’ support includes launching a new-to-the-brand omnichannel awareness marketing campaign encompassing brand positioning, full-funnel paid media, CRM, and creative.”

Response Labs will be responsible for the following:  
– Full-funnel, cross-channel paid media strategy, execution, and management.  
– Content strategy, creative design, copywriting, and execution across omnichannel platforms and mediums such as digital media assets, website content, and email collateral.  
– Platform management and stewardship of FCI’s instance of Salesforce Marketing Cloud, of which Response Labs is a certified partner.  
– Customer data analysis and segmentation strategies, plus regular reporting and recommended optimizations.  
– Recommendations for customer segment-based campaign strategies, optimizations, testing plans, and offer strategies.

“We’re incredibly excited to join a company with high-reaching business and marketing goals who are looking to take their awareness, market presence, and profits to the next level. Especially a company that is invested in making data-informed marketing decisions and driving innovation in their industry. We are inspired by the support they offer to their Franchise Owners and the commitment they’ve made to smart and substantial growth,” said **Jen Aldinger**, partner and director of client service at Response Labs.

FCI continues the release, “provides an unparalleled customer experience in flooring projects from selection to installation. With an innovative Mobile Flooring Showroom® experience, FCI provides customers with a full shopping experience in their own homes. With industry-leading floor covering brands, free design consultations, first-to-market styles, superior service, and expert product and installation knowledge, FCI offers authentic value to all our customers.”

“Our team is thrilled to partner with an agency that has deep experience in data-driven omnichannel marketing. As our brand navigates a refreshed identity and ambitious goals for the future, we need a partner who will help us build upon and elevate our marketing. Response Labs is just that partner,” said **Stacey Vogler,** chief marketing officer at FCI.

[**Response Labs**](https://www.responselabs.com/?ref=capitolcommunicator.com) **is a Capitol Communicator sponsor.**