Cotton Council International (CCI) is the U.S. export arm charged with promoting U.S. cotton, branded COTTON USA™, globally.
COTTON USA set out to expand its efforts targeting global mills and manufacturers, located in Vietnam, China, Pakistan, Turkey, Thailand, Bangladesh, India, Taiwan, Korea, Japan and Indonesia, to help their decision makers understand U.S. cotton’s positive impact on their operations’ bottom lines—specifically compared to other global cottons.
In 2020, this need for mills and manufacturers to maximize operational value was compounded by the effects of COVID-19. The pandemic upended the cotton supply chain, and mills and manufacturers required strategies and tools to not only emerge, but also secure the future of their operations.
Now more than ever, as the cotton the world trusts, we needed to reinforce U.S. cotton’s premium value through its unrivaled expertise and resources that together give mills and manufacturers a long-term competitive edge.
To do this, we developed COTTON USA SOLUTIONS™, the cotton supply chain’s first-of-its-kind technical consultancy program that helps mills and manufacturers achieve greater productivity, process efficiency and ultimately profit for their businesses. The program launched with five cutting-edge offerings—or solutions—designed to transform operations profitability by optimizing a mill’s use of U.S. cotton.
Our objectives were:
COTTON USA’s annual benchmarking research revealed key observations about our target—decision makers at global mills and manufacturers:
How could we enhance the value of a consultancy with the premium value of COTTON USA to provide solutions for mills and manufacturers? We identified three strategies:
We saw an opportunity for COTTON USA to bring together its decades of experience, global knowledge and unrivaled research in a first-of-its-kind technical consultancy for the cotton supply chain—COTTON USA SOLUTIONS™.
The consultancy launched with five cutting-edge “solutions” designed to improve mill and manufacturer productivity and ultimately profitability with U.S. cotton.
To engage decision makers with these business-transforming solutions, we leveraged these tactics:
Establish a Business-Building Content Hub
We created the COTTON USA SOLUTIONS™ hub to drive our audience to learn more, preview offerings and apply to join.
Announce through Earned Media Relations
Through targeted media relations, we secured earned media in trade and industry publications to generate credible awareness of the new program and drive interest among key prospects—with high-profile coverage in Sourcing Journal, Textile World, Fibre2Fashion and more.
Connect at Virtual Events
To coincide with media relations efforts, we introduced the program at 10+ virtual events and conferences, establishing virtual booths dedicated to connecting personally with mills and manufacturers in the new virtual supply chain.
Amplify across Digital Media
We amplified content—videos, data studies, testimonials—across global channels, including LinkedIn, Facebook, digital video and email, to break through with decision makers at digital connection points. Amplifying content across the digital ecosystem generated credibility of the program’s expertise and resources at scale.
Fill out the form below and we'll work on connecting you to the entry creator!