Rocky Brands

 

Purpose

In 2005, Rocky Shoes and Boots purchased EJ Footwear Corporation, an acquisition that more than doubled the company’s revenue and brand portfolio. The company renamed itself Rocky Brands to better reflect the wide variety of brands and products now offered under its umbrella. ACI had been the public relations agency of record for EJ Footwear since 1994. Based on ACI’s success in that role, Rocky Brands enlisted ACI to provide communications strategy at the corporate level and assist in marketing and publicity efforts for each respective brand.

Process

Since that time, ACI has played an important role in helping the company’s brands maintain a high profile as a category leader in their respective markets. ACI has developed strategies to disseminate company messages, crafted news hooks and pitched stories to trade media to publicize Rocky Brands, developed an ongoing media relations campaign to keep branded products in the forefront of trade and consumer media outlets, and leveraged trade shows to build brand awareness. ACI has also developed and implemented publicity programs that include film and television product placement, event sponsorship and social media promotion, further expanding the reach of the company’s brand portfolio.

Results

Because of the media relationships and wide-ranging publicity approach implemented by ACI, Rocky Brands has become a first-thought brand among consumers in the outdoor, western and work footwear fields. All of the company’s brands continue to grow in revenue and market share, and the company has launched new brands in adjacent categories and purchased an existing brand in the lifestyle market.