Challenges
The Carpet and Rug Institute (CRI) needed a fresh and unifying look and message to better reflect its science–based approach to addressing concerns and misperceptions about carpet.

Our Work

• Ogilvy PR linked the emotional appeal of carpeted surroundings to evidence-based research that demonstrates how carpet contributes to improved living, working, healing and learning. From this research, we developed a message platform that accurately reflects the science-based foundation of CRI and ties to the theme of carpet for a better environment.
• We enhanced and updated CRI’s brand strategy and identity including: modernized CRI logo and improved brand architecture to enhance recognition of CRI’s signature initiatives; developed a new CRI corporate brochure, exhibit panels and a series of matching promotional materials and updated the CRI web site – all with an environmental look and feel.
• We helped CRI launch two new signature certification programs: Green Label Plus and Seal of Approval. Launch elements included developing online marketing toolkits to be used by certified manufactures; program articulation including rating systems, logo, style guides and marketing materials; and industry email newsletters and web sites. We help support the launches through earned media and trade show exhibits and promotions.

Results
The message platform and revitalized image and materials gave CRI leaders and members a means to emphasize pro-actively the carpet industry’s commitment to indoor air quality and environmental sustainability.  Survey research conducted after the launch showed a positive shift in perception among target audiences and member companies and partners began promoting the core messages and certifications via their own communications channels, creating a "multiplier" effect.  For example, Sears Carpet & Upholstery Care using the CRI Seal of Approval as part of its franchise advertising.  The new positioning has helped CRI form stronger partnerships with key influencer groups.