CORDURA® Brand2017 Marketing CampaignSweeney Marketing + PR

CORDURA® is a unique ingredient brand focused on developing the most durable fabrics in the global marketplace. This B2B brand is challenged with increasing awareness among product designers, product managers and textile mills, while also educating the consumer marketplace on the benefits of its fabric technologies to increase customer demand and product sales.

Sweeney focuses on strategic planning and implementation to build awareness and generate leads in the brand’s key segments.

Situation

• Increase awareness for CORDURA® brand among all of its target audiences and vertical markets - Target audience: Designers, textile mills, product managers, specifiers, consumers and media - Verticals: Military/tactical gear and apparel, workwear, bags and packs, extreme/endurance, motorcycle/biking

• Generate leads within all markets

Goals

CORDURA® BRAND CASE STUDY | CAMPAIGN

Strategies

We’re still climbing.Still exploring. Still discovering new ways to make fabrics that are more durable, more breathable, more lightweight. You see, this adventure never ends. There’s always another mountain to climb. We’re glad we get to climb it with you.

Help us celebrate at booth #39213. Bring your stories. cordura.com/50years

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CORDURA® Brand and Sweeney use a unique mix of fabric innovations, industry trends, designer and brand collaborations, product applications and textile mill and brand customer testimonials to promote the brand across a multitude of channels and platforms.

• Leverage CORDURA® brand’s 50th anniversary in 2017 across all channels

• Develop and distribute news releases as relevant on new adoptions, collaborations and fabric innovations

• Schedule media interviews, both in person and via phone, to secure coverage and strengthen editor relationships

• Develop a strategic media plan in top priority verticals – textile, outdoor and military – supplemented by testing additional media buys in new markets (e.g. commuting) and develop supporting creative advertising campaigns

• Maximize presence at key tradeshows throughout the year with engaging booth design and graphics, events, meetings and giveaways

• Integrated marketing campaign across all channels to launch new Live Durable™ branding

• Craft relevant and compelling social media content on a monthly basis that engages multiple key vertical markets, supplemented by drafting daily posts to share timely news and information with followers

CORDURA® BRAND CASE STUDY | CAMPAIGN

As part of its marketing support for CORDURA® brand, Sweeney compiles a monthly 50-page dashboard that reports key performance indicators, including: impressions, web traffic and sources, leads, media coverage, social media engagement and advertising; separate dashboards for unique initiatives or launches are also compiled. Through this continual and granular monitoring, combined with regular debriefs with the client, Sweeney is able to make strategy adjustments that optimize its marketing efforts and improve results.

2017 KPIs (to date):

• Public Relations – 358 placements and nearly 1.3 billion media impressions, already surpassing the yearly goal of 1.1 billion

• Social Media – more than 130,000 impressions, 12,332 Facebook interactions and 1,100 website referrals

• Advertising – 4,347,240 impressions in 2017 to date, more than three times the yearly goal of 1,200,000

• Website – 603,128 page views and 1,057 leads

Results CORDURA® BRAND CASE STUDY | CAMPAIGN