Engineered Floors

Manage an award-winning integrated communications program

Objective

Rountree Group’s integrated communications program aimed to generate awareness of Engineered Floors’ carpet manufacturing mills at SURFACES, a key tradeshow in the industry. Through an integrated campaign, Rountree Group reached target audiences, generated brand awareness and helped spur immediate sales.

Research

Research efforts included identifying trade media that target carpet industry dealers and owners. The average dealer’s demographics were pinpointed to ensure the branding image and key messages would resonate with the prime tradeshow audience.

Implementation

Rountree Group developed a theme that would carry through all branding assets – growth. “Grow Your Business” portrayed that the client was growing and wanted the target audience to grow with them.

In addition to online and traditional advertising, coverage in key trade publications was secured to ensure the primary audience was aware of the client’s presence at the show. Sales representatives leveraged the advance coverage for marketing communications.

Marketing efforts included having the hotel room keycards labeled with the client’s message: “The Key To Your Success,” which played off of the established growth theme, and also included the Engineered Floors’ booth number to direct traffic. Branded USBs were loaded with all communication assets for members of the media and sales representatives so they could share them at dealer meetings.

Rountree Group produced an effective carpet mills video that showcased Engineered Floors’ superior, more cost-effective product. Aerial coverage of three carpet mills was accomplished with a drone and key messages were overlaid to reinforce the theme. The result was an impactful video that was included in QR codes that directed viewers to Engineered Floors’ YouTube channel.

Results

As a result of the agency’s work, Engineered Floors’ key messages reached a vast audience:

  • Rountree Group secured premium full-page ad spots and an online ad ran on a key website, FloorDaily.net, and generated 75,000+ views.
  • As a result of marketing initiatives, Engineered Floors’ YouTube channel received more than 2,500 visits.
  • The carpet mills video has since been used at other tradeshows, in internal and external meetings, sales presentations, social media and more.
  • Press releases and accompanying pitches led to interviews and advance tradeshow publicity in all related trades that helped ensure the client’s target audience read about them.