The situation. In a matter of days, a small digital manufacturing company transformed its operations to become one of the largest producers of face shields in the country. ZVerse recognized its unique ability to help provide PPE during the pandemic and quickly needed to get the word out. While the focus was initially on supplying frontline workers at hospitals and testing sites with traditional face shields, ZVerse quickly expanded its product line with innovative face shield designs, known as ZShields, and started selling to other industries, including education, hospitality, food service, film, beauty and elective medical, as well as everyday consumers. ZVerse needed a PR and branding firm that could quickly pivot and drive results for the company at every step of the way.
Wilbert deployed a multifaceted branding and PR program. The Wilbert Group created a compelling brand campaign called “Be the Shield” and brought ZVerse’s story to life through logos, web content, marketing collateral, social media and media relations. The team created messaging that aligned with the latest health and safety guidelines, while promoting the product in a compelling way to each of ZVerse’s target industries. Wilbert earned coverage about ZVerse in national media, such as a story in Fast Company and The New York Times, a variety of trade media including this piece by Quick Service Restaurant Magazine and Modern Restaurant Management (an important audience for ZVerse), and local media such as a slew of broadcast coverage about ZVerse’s donation to poll workers and general business stories like this piece by Greenville Business Magazine. On social media, Wilbert regularly engages with influencers and organizes partnerships that have resulted in connections with major film companies, celebrities and TV shows, including Saved by the Bell, The West Wing and Blackish.
Here’s how it drove business results. Since March, ZVerse went from nearly laying off its staff of 20 because of the Coronavirus to hiring more than 75 employees to support its new focus on face shields. It has produced more than four million face shields to date for customers that include Chick-fil-A, Chipotle, Firehouse Subs, Marriott International, Walgreens, Costco, NBC, CBS, FX, Disney, ABC and Netflix, as well as dozens of schools and hospital systems. Because of its success in the U.S., ZVerse is beginning to sell its products internationally and expand its product line with new designs. ZVerse is also using its proven methodology, proprietary technology and domestic supply chain to provide digital manufacturing services to other companies that are looking to take an idea from concept to production. Wilbert continues to design all brand collateral around new product launches; raise awareness about the company and its innovative products; and reinforce the credibility of the company and its products through earned and owned media.
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