The Architectural Woodwork Institute (AWI) is a leading organization in the woodworking industry, dedicated to advancing quality, craftsmanship, and sustainability in architectural woodwork. AWI offers membership benefits such as competitive advantage, industry networking, and educational resources. Their target audience includes woodworkers, architects, manufacturers, and contractors. The unique selling proposition is setting industry standards through the development of the Architectural Woodwork Standards, which ensure high-quality projects. AWI's Quality Certification Program (QCP) provides assurance of compliance with these standards, enhancing credibility and trust among clients[1][3][5].