Fabricolor/Vuos

The challenge: To gain media and industry exposure for a new joint venture between Fabricolor — a US-based dye and pigment manufacturer, and Vuos — a Czech chemical company.

Strategies included public relations activities, collateral materials, and a special event to launch the effort. Public relations efforts consisted of placement of a news release in chemical trade publications and daily newspapers. The special event consisted of exhibiting at the Informex chemical industry trade show. And, since this was a new venture, collateral materials were needed to provide information both to prospective clients and to the media.

Implementation took several steps. At the start of the project, we traveled to the Czech Republic to meet with Vuos management, tour the facility, and photograph the plant. The team also met with Fabricolor management in New Jersey to learn everything about the joint venture and capabilities of the two parties.

Prior to the industry trade show, a news release and photo of the Vuos plant were sent to chemical trade publications and newspapers. The release was followed up by telephone calls one week later to assure placement, and to interest editors in visiting the Fabricolor/Vuos booth at the Informex trade show.

Results included achieving 12 media placements for the client. Trade publications and newspapers were as follows: Chemical Marketing Reporter (two placements), CPI Purchasing, Chemical Week, Today’s Chemist, Powder & Bulk Engineering, Textile Chemist, Research & Development, World Trade, North Jersey Heralds & News (feature story), and The Daily Record. These publications represent a combined circulation of 721,000.