REED worked with local small business Good Wood to develop a comprehensive communications campaign in the midst of the pandemic and Nashville tornado.
Good Wood
INSIGHT
Prioritizing giving back during a global pandemic brings forth small business favor.
STRATEGY
Good Wood Nashville, a boutique one-stop wood shop, approached REED through the agency’s COVID-19 Communications Hotline. Dave Puncochar, founder and CEO of Good Wood, experienced severe home damage just two weeks before the COVID-19 pandemic when a deadly tornado touched down in Nashville. Dave immediately salvaged wood from several historic trees to start building beautiful furniture for sale. As a small business, Good Wood began to feel the impact of COVID-19 early in the pandemic. Dave, however, wanted to prioritize giving back to his community under the banner of #NashvilleStrong.
ACTIVATION
Dave’s team created “Nashville Strong” wood signs available for sale in a variety of sizes. The best part? HALF of all proceeds from the Nashville Strong signs were donated to small businesses of the customer’s choice. REED promoted the Nashville Strong signs through a marketing campaign that included media relations, influencer relations and email marketing.
RESULTS
As a result of the Nashville Strong campaign, close to $50,000 was made in sales in less than two months, resulting in nearly $25,000 being raised to support local businesses during the pandemic. Media impressions totaled more than 1.8 million. REED was also able to secure influencer partnerships without any budget. Additionally, each email campaign significantly exceeded theindustry average in open and click rates.