ReProduct Case Study
Challenge/Situation:
ReProduct (www.reproduct.net) asked me to join forces with them in November of 2007 to help publicize an innovative new green product called ReProduct™ reusable greeting cards. Once a person receives the polypropylene (plastic) card, they put it back into the return-addressed envelope made of the same material and its mailed back (postage paid) to Shaw Carpets who melts down the card and envelope into carpet pads. This technology is 100% reusable and perfectly demonstrates the Cradle to Cradle philosophy.
Process/Solution:
I researched green media (as well as mainstream media with green contacts) and began very traditional media outreach campaign (emailing and phone calling) for a product that is anything but traditional. Since we were already so close to the holiday, I started with online and newspaper media.
Results:
My first outreach was to Crunch Gear who ran news of the site on its widely read blog, as well as on its parent blog, Tech Crunch. I got other blog and online coverage from The Huffington Post and online at Entrepreneur and the Los Angeles Times. The company was also featured in print in a holiday story for Green Light magazine and was featured on a Valentine’s Day Green Segment for Good Morning America.
I also did an outreach to the retail publications, an important vertical for reproduct, and got hits in the top three publications: Stores, Mass Market Retailers and Retailing Today.
ReProduct Reusable Greeting Cards Covered on CrunchGear
ReProduct Covered in Huffington Post Story
ReProduct News in Entrepreneur Daily
ReProduct Mentioned in Greenlight
ReProduct in Stores Magazine
Second Page of ReProduct Story in Stores Magazine