Vinyl Institute Welcomes Evan Tracey as Vice President of Marketing and Communications

The Vinyl Institute is extremely excited to announce that Evan Tracey has joined our marketing and communications team as its Vice President. Evan comes to our team after spending the last 10 years as a Senior Vice President at National Media Research, Planning & Placement, where he provided strategic direction for the development and delivery of paid advertising, outreach, and communications campaigns.

He’s a seasoned storyteller, and we’re thrilled to have Evan join our association to lead our marketing and communications team. He will be instrumental in the Vinyl Institute’s efforts to educate the public on the benefits of our industry, as well as our work advocating for the industry on a regulatory and legislative level.

Keep reading for a Q&A with Evan as he begins as our newest Vice President.

What are you most excited about in this new role? 

I am thrilled to rejoin the Trade Association industry for the third time. Over my career, I have worked with many great clients, but I find that I get the most enjoyment from being part of a team that advocates for an industry and its stakeholders.

What’s the proudest career achievement?

I always find it difficult to answer this question as I believe the best is yet to come. Throughout my career, I have worked on numerous successful political campaigns, including two Presidential campaigns. I was the founder of the country’s first political paid media data company, and I have been an adjunct professor at George Washington University for almost 20 years.

If I had to choose one achievement, it would be securing the sponsorship of Dale Earnhardt Jr. for Clean Coal. Through extensive data analysis, we found that NASCAR was the perfect platform to reach our target audience. Landing the biggest name in the sport at a reasonable price point was a significant accomplishment. Within a month of the partnership, we tripled our social media followers and had engagement numbers that even big brands would envy. We created content featuring Dale Jr. to showcase how clean coal worked, from mining the rock to producing affordable and reliable power. This content is still receiving views today.

A close second is being named to Golf Digest’s DC Power 100 golf rankings.

How do you think your background will help you in this position? 

I have extensive experience with all the various touchpoints of communications and marketing. My teaching experience has been beneficial in keeping up with the latest trends and tactics in campaign communications, as I lecture on this topic for 20 nights a year. Interacting and mentoring students has also given me a unique perspective on how people receive information and the leading influencers.

What gets you out of bed every morning? 

We live in an exciting time for communications and marketing. How people receive information has changed, and the key to success is good content at scale. With the help of social media, you can build your distribution channels, where a well-executed social post can outperform a leading newspaper story. As the old saying goes, if you don’t tell your own story, someone else will.

What’s your typical and ideal weekend? 

If I am lucky, they both involve golf and smoking something on my big green egg!