verde clients who have pivoted in response to COVID-19
Ideas on how to respond to the pandemic
Update: This post is part of our COVID-19 Resource Guide. We are publishing articles and Channel Mastery podcasts during the pandemic with tips, guides, and resources with the goal of helping your brand and business navigate the crisis. Visit our RESOURCE GUIDE>
Over the past month, as the virus spread across the globe, it impacted virtually every single business. Many of Verde’s clients have looked at what they can do, with the resources they have, to fill the need for PPE and other services. Those who do not have manufacturing capabilities pivoted messaging and fulfillment to help support their customers, employees and their communities.
Last month Edelman released a Survey report, Trust Barometer Report: Brand Trust and the Coronavirus Pandemic, which further proved the need for brands to pivot their strategies in order to maintain customer trust and loyalty amid the pandemic. The survey reported that:
89% want to see brands shift to producing products that help people meet the challenges and 1 in 3 surveyors have convinced other people to stop using a brand that they felt was not acting appropriately in response to the pandemic.
Whether its pivoting production entirely or simply shifting the way in which you are engaging with your audience on social media, brands must find ways to address the crisis that is affecting us on a global scale. Below are few examples of what some of our clients are doing:
10 Barrel Brewing Co.
10 Barrel Brewing Co. extended their #DrinkItForward campaign with the launch of new beer series aimed to support the communities they are a part of. Boise and Portland brewpubs have both launched a limited release beer - Boise Strong and Portland Strong, respectively.
Boise Strong is a Session Double IPA (ABV: 7.9%). All proceeds from Boise Strong beer sales will go directly back to The Idaho Foodbank and Idaho Conservation Corps. Portland Strong is crafted in partnership with Family Meal PDX. 100% of profits from this limited edition IPA + Pilsner mixed pack goes directly to supporting foodservice and agricultural workers impacted by COVID-19 or in a medical debt crisis.
The Bend-based brewery also rolled out a new special series beer crafted specially for the heroes in our communities - Hero Beer. A light lager inspired by the essential people keeping us safe, happy, and healthy during this scary time. Medical staff and first responders are invited to stop by their local pub for a free bottle of this special batch. In addition to free pickup for frontline workers, 10 Barrel will be delivering Hero beer to as many local heroes as they can in their brewpub communities. Last week the Bend brewpub made deliveries to local heroes at Lee Schwab, Rebound Physical Therapy, Bend Garbage & Recycle, Home Depot, and a variety of local bike shops, humane societies, and veterinary clinics - with many more to come in the following weeks.
Kitsbow
One of the first manufacturers and brands to jump in and heed the call for masks, face shields, and PPE. The direct-to-consumer cycling apparel brand halted apparel production for the time being to create masks and shields for first responders. Kitsbow will be announcing the number of masks provided to-date next week.
Outdoor Research
Outdoor Research, LLC. (OR), a leading brand in the outdoor and tactical apparel industry, is converting its onshore manufacturing facility in Seattle to produce Personal Protective Equipment (PPE) for the medical community in response to the COVID-19 crisis. This will enable Outdoor Research to produce upwards of 200,000 masks per day.
This commitment includes adding additional manufacturing capability within the Seattle plant as well as installing advanced medical manufacturing lines, allowing OR to quickly pivot towards becoming an FDA-approved Class II medical mask maker. Over the past month, the company has invested in high-speed equipment and employee training that will result in the following production capability:
Surgical Masks: Outdoor Research will be manufacturing ASTM level 3 masks in April and May. Production will ramp up to the rate of 140,000 masks/day.
N95 Respirator Masks: OR will be making N95 masks by May/June. Production will ramp up to 50,000/day.
Fabric Face Masks: Outdoor Research is immediately beginning the manufacture of ASTM Level 1 face masks (without flame resistance), which provide basic bacterial filtration and sub-micron particulate protection. The company will be able to produce thousands per day.
Under Armour
Baltimore-based Under Armour has responded to the coronavirus crisis in a multitude of ways - engaging both their customer base in unique ways and tapping into their resources to help those on the frontlines in their local community during this time. Below is a list of the different initiatives Under Armour has executed in response to the crisis. For an ongoing update on actions Under Armour is taking in response to the coronavirus crisis, click here.
Announced a $1M donation to Feeding America, to support hunger relief efforts across the nation.
30-Day Healthy at Home MapMyRun + MapMyFitness challenge. The challenge, which began on March 23, is to log 12 workouts in 30 days through the brand’s MapMyRun and MapMyFitness platforms. In lieu of prizes, Under Armour will donate up to $1 million in combination of monetary donation and product to support Good Sports’ efforts in ensuring youth sport leagues have the necessary equipment, footwear and apparel.
Under Armour has also stepped up to support healthcare professionals in their local community with the development of masks to help fight the spread of COVID-19. Under Armour is currently manufacturing and assembling face masks, face shields and specially equipped fanny packs to support the University of Maryland Medical System’s (UMMS) 28,000 health care providers and staff. As of early last week the Baltimore-based outdoor brand was also exploring fabricating hospital gowns for the statewide medical system. In addition to University of Maryland Medical System’s staff - Under Armour will be providing face masks to LifeBridge, a regional health care organization based in Baltimore. The brand is working with Johns Hopkins Medicine, MedStar and other local medical institutions to assess their needs and ways in which Under Armour may be able to help in providing supplies.
SCARPA
In response to concerns from state authorities on the excessive use of backcountry trails heads and climbing zones, SCARPA created the #SCARPAATHOME campaign. The #SCARPAATHOME social media campaign is intended to encourage their fans and other outdoor enthusiasts to participate in safe social distancing practices. SCARPA’s athletes are at the forefront of this campaign - posting and sharing ways they’ve been practicing safe social distancing, including: using hangboards, playing board games, going on properly socially distanced runs.
Gregory Mountain Products
Gregory Mountain Products has set up a multitude of resources for outdoor lovers to stay engaged and connected during quarantine. This includes resources and tips on their blog, Bringing the outdoors in. The backpack brand also kicked off a social media campaign, #indooradventurechallenge where people are encouraged to share their indoor adventures. People can join different community events by joining Gregory’s Facebook Group - created specially in response to the social distancing orders. Some of the activations group members can participate in include:
Free yoga classes hosted and led by Gregory Ambassadors
Sharing top books and podcasts
Balega
Balega has stepped into action in a variety of ways to help keep fans moving with the launch of a ‘Fitness is not canceled’ social campaign lead primarily by Balega’s Impi Ambassadors. In addition, the sock brand is also asking people to donate to the Solidarity Response Fund - incentivizing donations by offering a Buy 3 Get 1 free coupon code to use on Balega’s site.
With deep roots in South Africa, Balega has switched all of its manufacturing efforts in its South African warehouses to produce 250,000 masks. These masks will be donated to local South African communities in efforts to help stop the spread of the virus. Balega hopes to be able to expand this pivot in manufacturing to their U.S. warehouses in the near future.
Metolius
When the outbreak first occurred in Asia, Metolius sent 1,000 surgical masks from its own stockpile in Bend, Ore. to its partners in China. When the outbreak hit the U.S, their manufacturing partners in China returned the favor - shipping 900 masks to Metolius’s U.S. headquarters.
The partner they use to produce their training boards also pivoted production to temporarily produce face masks - donating all 500 produced to St. Charles Hospital in Bend.
Open Sky wilderness therapy
A outdoor-centric family therapy group - Open Sky Wilderness has been putting out resources to help individuals address their mental health during the coronavirus pandemic. Open Sky has tapped into their network of experts to share advice. These expert resources can be found in their blog and include titles like: How to Take Care of Yourself in the Midst of a Pandemic.
Open Sky’s podcast, Sky Lights, is another resource that people have found useful for maintaining healthy practices during social distancing. The podcast series focusing on mindfulness and meditation has been an extremely helpful resource. We recommend checking out episodes like this: Guided Meditation Series with Norman.
Life Time
Life Time Events has felt the impacts of social distancing in a major way with the banning of all organized events across the nation. With the cancelation of two camps prior to the cherished Dirty Kanza gravel race, Life Time Events worked quickly to provide their fans and racers with a virtual community-oriented event in lieu of the in-person event. This event took place from April 2-5th and was dubbed the Dirty Kanza Virtual Camp.
The virtual camp was a uniquely immersive digital experience hosted via an online portal for the 100+ attendees and the Dirty Kanza Facebook and Instagram accounts. The creative workaround is a result of Life Time’s immediate objective to continue providing great experiences for participants and positively impact communities during the pandemic.
Read about the event: RACE TRAINING, GONE VIRTUAL>
Tailwind
Tailwind is donating Endurance Fuel to hospitals around the country to support both healthcare workers and patients. Tailwind will also be offering discounted prices across its products to help combat financial struggles that many of its customers are likely experiencing in response to the coronavirus pandemic.
FORLOH
New U.S. based hunting apparel brand, FORLOH has pivoted its manufacturing facilities to produce hospital gowns and masks for healthcare professionals across the nation. Since announcing this shift in product manufacturing, FORLOH has seen rapid growth in their orders from couple thousand to what they now anticipate being in the millions. For more details on FORLOH’s hospital gown production, click here.
Uncharted Supply Co.
Maker of emergency preparedness gear, Uncharted Supply Co. and founder and preparedness expert, Christian Schauf have been working overtime to provide resources and information for people on staying prepared and informed on the coronavirus situation. Schauf, has content on his own channels that are aimed at alleviating people's fears, answering questions and simply informing people on how to stay prepared and focused during this volatile time.
With unprecedented sales, Uncharted Supply Co. has also partnered with Cotopaxi, to help both brands in this unprecedented time. Utilizing space in Cotopaxi’s warehouse to help fill and ship product orders, Christian has also hired furloughed Cotopaxi staff to help with these fulfillments - enabling Cotopaxi to keep their staff payed amid forced retail closures nationwide.
Cascade Designs (MSR, Therm-a-rest, Platypus, packtowl + seal line)
With large manufacturing facilities in the U.S. Cascade Designs Inc. (CDI) began manufacturing medical masks on March 31. The facility will manufacture up to 20,000 medical masks daily to help keep healthcare workers safe during the COVID-19 crisis. The company is in a unique position to respond quickly to the growing demand for PPE because of it’s team of experienced sewers. The facility will be manufacturing ASTM Level 1 medical masks, which provide basic bacterial filtration and sub-micron particulate protection for general medical use.
The masks are being made in partnership with Kaas Tailored, who are working with partners across the country to make 100 million face masks in response to the COVID-19 crisis. Kaas provides the materials and distributes the masks, while CDI employs its team of 44 highly skilled sewers to stitch each individual mask. The masks will be distributed to 51 hospitals in the Providence network.
LOGE Camps
Adventure-focused hospitality group, LOGE Camps, has pivoted its efforts in a major way after having to close down all of its properties in response to the COVID-19 crisis. In an effort to support their own employees on-site, LOGE has partnered with Miir to launch a Limited Edition Camp Cup for purchase through LOGE. The program includes a portion of all proceeds going to their employee support fund & a portion to Feeding America via Miir, it includes an "additional giving" box on the checkout page. Each purchase we will be offering a booking discount for any reservation made before May 31, one free coffee card, and a year long discount on all coffee purchased with this special mug. LOGE has also launched their ‘Crew Meals Program’ - an initiative aimed at providing meal kits to laid off staff for the foreseeable future.
In addition to helping their own staff struggling during the pandemic, LOGE Camps is working with local authorities in their area to provide housing for first responders. The Housing Program will provide rooms to actively working healthcare and first responders in LOGE communities while they work to save the lives of those infected with this virus. LOGE is uniquely suited for this type of program as their properties have exterior corridors, unique mechanical units, and checkin/ out can be managed without person-to-person interaction.