Verde PR works with companies of all sizes in the outdoor and active/conscious consumer markets. A decade later, we still proudly serve two of our founding clients: Metolius rock climbing products and Nikwax after-market waterproofing and cleaning solutions. With a comprehensive menu of earned, owned and paid brand communications services, Verde is capable of customizing a plan meet each of our client’s needs.
Top online retailer of premier outdoor brands
Objective: Support the explosive growth of the premiere online, outdoor gear supplier and build visibility around Backcountry.com’s pioneering specialty retail business approach. Backcountry.com melds a unique and personalized shopping experience with a completely unique authentic online customer community that’s now 145,000-plus strong. The charisma and audacious attitude that have brought them this far still surrounds every touchpoint of Backcountry.com to this day.
Case Study: Verde has to be as nimble and proactive as Backcountry.com and we are constantly working on ideas and outreach campaigns to support and further the unique online experience that Backcountry.com offers to core outdoor consumers. Because shopping with Backcountry.com is an experience, our media relations has to be strongly experiential as well. We work to further the stories, content, the athletes, the community and stoke of Backcountry.com to its target audiences. One example of many is our campaign work to create leadership around the Backcountry.com buying team. The outdoor industry has been fed trend reports twice a year - around the time of the Outdoor Retailer Summer and Winter markets. Verde features the innovative, young, trend spotting buyers of Backcountry.com to underscore trends quarterly. These successful campaigns positions the buyers with Backcountry.com as leaders in trend identification; no other team has the real-time platform to work with and we make that a point of leadership to the trade through these campaigns.
PrimaLoft sets the standard for premium synthetic insulation in the global outdoor, hunting and fishing, home market and fashion markets. PrimaLoft manufacturers the highest performing synthetic insulations and yarns available today and has a vendor family of over 100 brands globally.
Objective: Build brand recognition and leadership while creating continual leadership and relevancy for one of the market’s leading ingredient brands. Continually prove the value of PrimaLoft as an “ingredient” to its customers’ marketing and business foundations, in addition to its customers’ product.
Case Study: The challenge for an ingredient brand is to achieve “ask by name” status while fully supporting the goals of its brand partners. The quality of an ingredient brand defines the performance of a garment, but it needs to supplement, not overshadow, the manufacturer’s messaging. Verde has partnered with PrimaLoft to evolve it from a physical ingredient to its customers’ product collections to a dynamic, value-add marketing ingredient, supporting its customers’ business goals.
Verde has forged marketing and branding support, traditional and digital public relations initiatives and tactics for PrimaLoft and its vendor partners. Verde interfaces and supports PrimaLoft’s vendor partners, works to identify and generate publicity opportunities in print and online and supports go-to-market strategies for PrimaLoft and its family of vendors.
In addition to generating strong media placements for PrimaLoft, Verde has successfully supported PrimaLoft and its top vendors’ grassroots marketing efforts to continually build PrimaLoft as a consumer-facing brand. Verde’s innovative social media strategies have defined PrimaLoft in the end consumer’s mind and grown sales of PrimaLoft products. In a 12-month period, PrimaLoft website traffic grew 41-percent through Verde’s partnership, Content Bank and social ideation. Facebook and Twitter are the number one and number five referring sites, respectively, to the PrimaLoft.com website.
Top quality technical apparel made from the highest quality merino wool. Ibex is a pioneer in the performance wool category and has unmatched sourcing and supply chain synergies and relationships with global merino wool suppliers. Ibex is a sustainable-minded, innovation-driven company. Ibex stands alone with its proprietary merino-wool yarn and textiles, designed to support specific end-use performance applications. Ibex is a wholesaler and a retailer; the company has a Boston storefront and sells to the best specialty outdoor retailers globally.
Objective: Educate consumers on the performance benefits of Ibex merino wool in technical apparel, particularly as a superior option to synthetic fabrics. Make known the sustainable-minded business approach of Ibex and its independent approach to innovation.
Case Study: Verde supports Ibex with traditional and digital brand communications support and works side-by-side with the innovators at Ibex to further the Vermont-based company’s best-in-class performance merino wool products.
The Ibex story is complicated and technical, yet remarkably simple. The Ibex team is comprised of visionaries who are motivated to create the best, all-natural, sustainable merino wool fibers and fabrics in designs that are built to perform in the elements. This is not just about gaining placement for a good-looking wool sweater. Representing Ibex is more like building a movement.
Throughout the calendar year and through the unfolding of the Ibex movement, Verde customizes strategy and tactics to support the unique, multi-faceted Ibex story with earned and owned media practices. We work nationally and regionally to drive awareness and brand visibility, in Ibex’s wholesale channels, to support Ibex’s brick-and-mortar store and to bridge the Ibex movement in an engaging manner directly to consumers. We do this through dynamic media relations, product placement and through digital communications efforts in the outdoor, bike, snowsports and Lifestyles of Health and Sustainability markets (LOHAS). Verde is also creating and furthering the Ibex corporate social responsibility platform, which showcases the company’s mindful approach to sourcing and supply of the incredible, natural and renewable raw material that comprises the company’s foundation: Merino Wool.