Case Studies/Success Stories

CPFilms – A division of Solutia, Inc.; CPFilms Inc., is the world’s largest manufacturer of solar control films with distinction in the areas of research and technology, manufacturing, global distribution and dedicated customer service. For two years CoreComm PR worked with CPFilms to provide public relations support for their do-it-yourself GILA Window Film brand which is sold to the residential and automotive aftermarkets and are available nationwide through major home improvement and automotive retailers.

CoreComm PR worked closely with the marketing team to determine their overall as well as specific objectives for the campaign and brand. We worked closely with key executives to craft key messages and strategies that would support their marketing efforts and goals. While we worked to support the brand name and a variety of products, raising awareness and sales of the heat window film was our primary focus.

Through our creative messaging we positioned GILA residential heat window film as an inexpensive do-it-yourself project that can reduce utility bills during the warm weather months. We were primarily targeting homeowners in states with excessive heat with a flair for do-it-yourself projects.

For the first year, CoreComm created a national publicity campaign which included a matte press release that received placement in more than 400 newspapers nationwide. (We are still receiving clips from that placement nearly two years after the fact.) In the release, CoreComm focused on giving homeowners real-world tips for saving money on utility bills during the hot summer months. Applying window film was one of the most effective suggestions in the article. An image of a homeowner applying window film accompanied the article to further suggest that window film is an effective method of reducing bills.

We also issued the press materials to local and national media across the country. Our press release caught the attention of syndicated writers including Copley News Service and Knight Ridder Tribune. CoreComm’s ability to tailor the story to meet the media’s needs garnered a unique placement in Cooking Light magazine for GILA. This type of placement is an excellent way to reach consumers who may not regularly be seeking information on the product.

In year two, we secured an expert third-party spokesperson to lend additional credibility to our claims and backed it up with research from a study using an independent scientific model. Quotes from the experts were placed in the press release and the experts linked their website to the GILA website. CoreComm PR garnered publicity in a wide variety of media outlets from local newspapers, a syndicated radio program, AP, The New York Times, CBS The Early Show and more. The AP placement in year two was taken nearly verbatim from the CoreComm press release written for GILA from the first year.

CoreComm PR met the company’s goal of raising the awareness of DIY window film and driving consumers to their products. As a result of our relationship with CPFilms, the company reported a significant increase in sales of GILA heat window film for the 2006 spring/summer season. (The company has asked that we keep the exact sales figures confidential.) Needless to say – we are all excited to have met these goals. And homes all across the country are much cooler today.

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