Background – Established in 1932, the Secondary Materials and Recycled Textiles Association (SMARTasn.org) is a recycling-based, international nonprofit trade association comprised of used clothing, wiping material and fiber industry companies. SMART companies are committed to the “Green” way of life. SMART’s challenge was to raise the public profile of the organization and let the world know that textile recycling is not only possible, but preferred. In fact, textile recycling is the world’s oldest form of recycling and is often referred to as the “original” recycling industry. The EPA estimates the average person throws away 10 lbs. of clothing annually. In an effort to reduce the world’s carbon footprint, SMART members, in concert with the charitable industry, divert approximately 2.5 billion lbs. of waste that would otherwise fill America’s landfills each year.
Strategy & Results – Upon engagement, the Fallston Group immediately researched and assessed the industry environment. Following its process of researching, assessing, planning, executing, monitoring, measuring and training, our team developed a traditional & digital media strategy, comprehensive press kit, educational videos, radio PSA’s and other strategic communications elements which drove proactive and reactive results. Simultaneously, the Fallston Group team trained both primary and secondary spokespeople to respond to the news media and stakeholder bases with timeliness, precision and effectiveness. As a result of the Fallston Group’s proactive messaging and media placement efforts, more than 500 media placements, creating more than 400,302,691 unique print and digital impressions valued at more than $1.3 million dollars were generated. Local, state, regional, national and international audiences are now aware of SMART and the mission it stands for.
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