When high-performance glazing manufacturer, Tru Vue, recognized the impact that the COVID-19 pandemic would have on the retail custom framing market—their largest customer group—they knew they needed to pivot their communications (quickly!) to address this changing reality.
As their full-service agency partner, Plan B helped Tru Vue develop and execute a plan that would reinforce the company’s reputation as a long-trusted partner to custom framing shops, delivering vital information to help shop owners sustain themselves during a time in need.
With a global Coronavirus pandemic fueling widespread uncertainty, small business owners would be more actively seeking resources and information to help them respond to evolving conditions. As the established industry leader, Tru Vue was already well-positioned to leverage its unique industry rapport and existing communication channels as a platform for delivering those very resources to an audience actively leaning in.
Activating our nimble, hyper-efficient working style, Plan B helped Tru Vue develop “Tru Vue Supports,” a timely integrated campaign promoting an online resource hub with content specific to navigating the emerging challenges of a world in virtual lock-down.
At the center of the effort was a robust and dynamically updating webpage full of tips, tools, links and other resources.
Regular informational emails were deployed featuring ideas and suggestions for sustaining business in times of great uncertainty.
And the company’s social media channels began sharing a wealth of information, helping fuel conversation and providing a sense of solidarity and community amongst industry professionals through the hashtag #TruVueSupports.
Within just a week of the campaign’s launch, Tru Vue experienced a dramatic uptick in traffic to its website and social platforms, marking record numbers of impressions, engagements, and link clicks for the brand.
Perhaps the best measure of success, however, came in the form of customer comments as frame shop owners shared their appreciation for Tru Vue’s rapid response to their changing needs.