Public Relations

 

We have a team of public relations experts interacting with journalists all day, every day. Based on our clients’ business objectives, we approach targeted media outlets with concepts specifically crafted for their audience. We provide real-time clips of coverage and monthly reporting to track, measure and share PR results to strengthen brands and ultimately drive sales.

Media

 

We employ a unique perspective, blending trend analysis, research and day-to-day editorial involvement to maximize our clients’ advertising spend. We negotiate placement, added value and rates. We have experience in print, online, out-of-home (billboards, airport signage) and non-traditional advertising venues (ski lifts, stadiums).

Social Media

 

Backbone Media is on the forefront of the rapidly expanding and ever-changing world of social media and we’ve launched and currently manage social media campaigns for numerous clients. Whether it be developing engagement strategy, creating and managing content, or managing audit and monitoring services, our experience in this evolving new media landscape is broad-based and supported by measurable results.

Marketing Consulting

 

Working upstream to involve ingredient brands and vendors and downstream to retailers, we look for synergy in these relationships. We offer consulting, retail training development, product launch and new product development support, point of sale programs, partnership negotiations, marketing strategies, and copywriting.

featured case studies

SmartWool
Social Media

As a lifestyle and performance brand, SmartWool crosses over into different markets.

In order to grow the brand organically throughout the web, Backbone developed an influencer profile that identifies the most influential bloggers and online journalist’s relevant to SmartWool’s niche outdoor markets.

Klean Kanteen
Public Relations

When BPA hit the news in 2007, Klean Kanteen instantly became a consumer solution to hard plastic. Backbone took a multi-dimensional approach across niche eco and broad lifestyle media to gain maximum brand awareness while the news was still relevant. We launched a series of campaigns focusing on the environmental, health and budget concerns of plastic.

Black Diamond
Media Planning
Black Diamond has invested significantly in high quality online content relevant to the activities they make gear for – climbing, mountain and ski. This growing collection, dubbed the “BD Journal,” is available on the BD website and includes films, images, news and interviews.


Polartec
PR-Client Integration

Backbone has been responsible for Polartec’s joint marketing programs for the past seven years, coordinating numerous new product launches with Patagonia, The North Face, Arc’teryx, Marmot, Mountain Hardwear and many others.

SmartWool

Social Media

As a lifestyle and performance brand, SmartWool crosses over into different markets.

In order to grow the brand organically throughout the web, Backbone developed an influencer profile that identifies the most influential bloggers and online journalist’s relevant to SmartWool’s niche outdoor markets.

We focused on five niche markets, and identified over 250 active bloggers and online journalists with the most pull. This data will continue to support ongoing online PR strategy for product review as well as provide relevant targets for social media outreach.

Klean Kanteen

Public Relations

In late 2008, we took a “Why us?” approach, separating Klean Kanteen from other metal competitors and built a “behind the bottle” story with philanthropic efforts and strategic partnerships. We also seeded product to influential bloggers to drive the online dialogue. This plan was highly successful with niche environmental, outdoor/active lifestyle, parenting and broad market publications alike. The result was coverage in TIME, Reader’s Digest, Treehugger.com, Entrepreneur, Prevention, Self, and hundreds of other TV and print , totaling almost 210 million impressions in less than two years helping Klean Kanteen grow annual sales by over 1,000 percent.

Black Diamond

Media Planning

Black Diamond wanted BD Journal content to be shared with as many people as possible in an authentic, non-invasive way.  After much brainstorming, we settled upon a custom widget designed to standard 300 x 250 specs. The widget is comprised of a RSS feed from the BD Journal, and auto-updates with the most recent posts. Backbone then negotiated with key, influential bloggers and site administrators so the widget now appears in premium ad units across the internet.

The BD widget has been good for Black Diamond’s business and also for publishers as it drives traffic for the former and provides relevant content for the latter. Look for the widget this year on core climbing and skiing sites such as spiltterchoss and freeskier.com.

Polartec

PR-Client Integration

In the Fall of 2009, Polartec introduced a game-changing new soft shell technology in Polartec® Power Shield® Pro. Backbone Media worked with Polartec to develop a comprehensive launch plan following the product from R&D to trade launch (sell-in) to the consumer launch in August 2010. The new fabric received world-wide, significant press coverage and Fall 2011 will see even stronger sales on the momentum.

 

Similarly, when Patagonia called on Polartec to develop a new Polartec Power Dry fabric for their highly successful Capilene 3 base layer program, a fully developed launch plan was created following the product life cycle from the introduction of the product to the Patagonia sales force, to sell-in at the retail level to a sell-through promotion encouraging retail sales staff to wear the garments and sell from experience.