Case Study

Keen

Enhancing Brand Marketing Campaigns with PR

Overview

Portland Oregon-based KEEN Footwear created a company-wide goal to raise awareness for the preservation of more than three million acres of public lands - launching its national Live Monumental campaign to help designate five natural landscapes as national monuments. Verde was a pivotal piece in the campaign from planning to execution.

KEEN and Verde are passionate about protecting the places we play, making it our mission to elevate this brand message and sharing the story that was larger than any single product release or new seasonal line. To do this, we tapped into the passion-driven communities that we all inhibit, putting story above brand and executing a wide-reaching media campaign.

Tactics

The strategy behind this campaign was passion-driven and involved direct interaction with the public, businesses, local and federal policymakers, and media across broadcast, digital, and print outlets to create exposure and awareness. The goal behind Verde’s effort was to be proactive, timely and well-targeted in gaining media exposure.

Verde created month-by-month tactical plans which outlined our efforts for the campaign — i.e. press releases, media outreach strategy, media lists, media kit creation, events, goals, marketing assets, budget, business/non-profit sign-on letters, digital marketing, e-newsletter development, and distribution, and social media influencer engagement. 

The Live Monumental launch announcement was delivered to more than 750 national, local and regional media outlets, kicking off the campaign in full gear. With each of the 48 events and stops across the U.S., media alerts and tailored pitches were sent to local journalists, bloggers, influencers, tourism board representatives, chamber of commerce members, and newscasters.