Ceramic Tile Manufacturer

Challenge:
Reputation Partners was engaged by this porcelain ceramic tile manufacturer to launch the company as the first U.S. subsidiary of its well-known Italian parent company. The parent company wanted to take advantage of the rapid and continued growth in the U.S. ceramic tile market. Beyond the strong financial and technological backing provided by the parent company, it was important to position the new U.S. company as an independent American company exclusively dedicated to serving the American market.

Strategy/Implementation:
While the new company was still in its formative stages, Reputation Partners was engaged as its public relations agency of record to assist in the development of the new company’s corporate brand and develop a comprehensive strategy to execute the company’s introduction to the marketplace and local community where the new tile production facility was located. Our team also identified and addressed all political/community/labor issues related to the construction and operation of its new 628,000-square-foot facility.

To accomplish these goals, Reputation Partners researched community and market issues/drivers that could impact the company’s brand/launch/ongoing operating strategy. We developed and executed a strategic communications program that included:

Relationship-building initiatives to assure the local community of the
company’s commitment to being a good citizen and employer
Compelling key messages that both reinforced the new company as an American
company, as well as clearly articulated the products/services being offered to best
serve its key audiences (employees, distributors, customers, community, suppliers)
A comprehensive corporate press kit used with both the media and other key audiences
A multi-pronged media strategy to introduce the company and its products to the marketplace

Results:
Reputation Partners secured exclusive coverage of the launch of the new company in two of the industry’s leading trade publications and local market media prior to its public debut at the industry’s leading trade show. Building upon this momentum, Reputation Partners subsequently secured positive coverage of the new company in nearly all of the company’s priority media. Our media and community relations programs ensured that the new company enjoyed positive and growing relationships with both its distributors and local community influencers. In fact, the new company grew its distributor network across the nation in a short period of time. Reputation Partners also managed all logistics (including media relations, political/influencer outreach, event management) related to its grand opening event, and continues to serve as the new company’s PR agency of record.