Case study: launching a unique approach to supply chain management

Background

Tradegood, a division of Intertek, provides a personalized database matching service, connecting buyers and sellers in the fashion and apparel industry with ethical and trustworthy suppliers who meet specific credentials. The aim is to build lasting relationships upon shared values, passions and goals.

The brief

Tradegood asked UP to help launch a new division of Intertek, called Tradegood. The task was to create an awareness campaign targeting buyers, suppliers and students in the fashion and apparel industry in New York City.

The solution

UP met with the Tradegood team to develop a firm understanding of Tradegood’s goals, objectives and business strategy. We also gathered customer intelligence from local and global levels by conducting interviews at TEX World in New York City. The Tradegood team also gave a demo of their system to give us deeper insight.

The campaign was implemented through an integrated mix of communication channels linked together via a QR code, to create an awareness campaign, that targeted fashion buyers, suppliers and students in the New York fashion world.

UP presented a range of creative concepts including the taglines; “Behind Every Great Fashion Design, There is a Successful Relationship,” “Tradegood, Where Fashion and Production Meet,” and “Find Your Perfect Match,” or the slight variation, “Find Your Perfect Fit.” This messaging was shown on booth display panels, trade publication ads and via direct mail materials.

For the launch phase, UP introduced Tradegood with a big splash at the MAGIC Show in Las Vegas. We developed and produced a 60 second brand film containing the same look and feel as other marketing materials. This was played in the exhibition booth. Following the initial campaign, we developed an integrated campaign microsite to go live at the same time as Tradegood unveiled their new campaign in NYC.

The microsite (tradegoodcafe.com) acted as a landing page, with an additional page of content expanding on the Tradegood philosophy and offering links to the Intertek and itradegood.com websites. A registration page enabled Tradegood to capture and contact suppliers and buyers who were seeking more information. Finally, the brand film was also included to further showcase Tradegood’s unique ability.