GAVIN Leverages Strategic Public Relations to Introduce Plastic Recovery Innovation to the Business World
CRDC turned to GAVIN’s influential public relations team to tap our network of national and regional media, along with connections among business leaders in targeted geographies. GAVIN developed a precise narrative brought to life through a high-visibility plan leveraging CRDC’s success stories to date, no matter how small, to then parlay into introductions with large-scale influential brands.
GAVIN’s team worked with CRDC to identify key stories to simplify the explanation of how its innovative approach to a collaborative net-zero circular economy model using plastics to improve the construction industry was a game-changer. With a strong social outcomes theme, GAVIN formed a variety of media introductions explaining the value chain and the mutually beneficial opportunities for business leaders to improve their commitment to sustainability and make economic gains.
Our team worked with CRDC’s leadership to focus on priority markets first, including Central Pennsylvania where the location of CRDC’s first U.S. plastic recovery facility was established. Having the facility in proximity for tours offered optimal publicity opportunities, proving to be a goldmine for reporter interest, as seeing was essential to believing the RESIN8™ story.
Local Brewery partners with CRDC CEO onsite for The Bag that Builds installation and launch.
CRDC’s team also secured highly visible placement with smaller venues to build regional buzz, including at local hotspots like popular breweries where bevies of crowds gathered and would be exposed to the concept of their “The Bag that Builds: One Bag – Zero Waste” plastic collection process.
“The connection created an opportunity for the city to make a commitment to partner with CRDC to become the first plastic-free city in the USA.”
In addition, the region’s largest health system, WellSpan Health, employing 23,0000 employees, initiated discussions to create a plastic waste stream for the organization. The effort would establish a supply future, building materials to support facility expansions. It also created the necessary launch revenue for CRDC to integrate those materials into their production line of innovative construction materials.
WellSpan Health System truck makes a delivery.
WellSpan Health CEO with CRDC COO on faculty tour.
Coverage continued with placements in Health Facilities Management, Construction & Demolition Recycling, Recycling Today, and more, covering everything from sustainable building to nonprofit partnerships.
CRDC’s team was gaining speed and had enough of a plastic recovery pipeline to focus on its breakthrough construction products using RESIN8™, which was proving to be a viable component for 3DPC, 3D printed materials designed for the building industry.
The first year of a robust publicity launch has provided enough momentum to now plan for increased U.S. and global public relations support to drive greater visibility in expanded key markets where CRDC has plans for manufacturing investments and growth. CRDC has established enough plastic recovery partnerships to now highlight their production growth and increased capabilities to spur new sales for the building products in the company’s growing portfolio.
CRDC’s plans are well in motion with continued expansion into Mexico, Samoa, New Zealand, Austria, UK, South Africa and Costa Rica, introducing new building products made of RESIN8™, including international partnerships with Habitat for Humanity.
Results by the Numbers
Media Placements in 10 Months