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Case Study ::

Cookerly Gets Results for Vytex® Natural Rubber Latex

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Highlights

In less than one year, Cookerly secured more than 170 placements in trade and consumer media in local, trade and national outlets, reaching an audience of 210 million people with advertising equivalency of more than $8.7 million.

Cookerly developed a strategic partnership with the American Latex Allergy Association, including a prominent informational Web page about Vytex on the ALAA’s Web site and a survey of its membership.

Coverage included placements in industry & consumer blogs such as the Biomaterials Talk Blog and BeAllergyWise.com, and in key regional publications such as the Atlanta Business Chronicle, the Gwinnett Business Journal, and TechJournal South.

Overview

Researchers at Vystar Corporation created a new type of latex material that can be used in thousands of products and could solve the growing problem of latex allergies. Vystar launched Vytex® Natural Rubber Latex, an eco-friendly latex material with virtually undetectable levels of the antigenic proteins commonly associated with latex allergy.

Faced with a competitive market for latex products, such as gloves, and a lack of understanding of how latex allergies develop, Vystar sought to increase the visibility and explain benefits of Vytex® among target audiences and influencers.

Objectives

Cookerly Public Relations was charged with creating name recognition, visibility and awareness for Vytex NRL in trade and general business media as Vystar introduced its new product to the healthcare and consumer industries.

Strategy and Tactics

Cookerly devised a two-pronged campaign targeted at trade and consumer media, and a key advocacy group: The American Latex Allergy Association (ALAA). The Cookerly team developed strategic, creative pitches on trends in the medical device/manufacturing arena and latex allergies, and secured bylines in key trade publications.

To increase awareness among those who are most affected by latex allergies – directly or indirectly – Cookerly facilitated a strategic partnership with the American Latex Allergy Association and Vystar Corp. The ALAA is a trusted provider of educational information and resources on latex allergies. Cookerly developed an informational Web page on Vytex NRL describing applications to healthcare and consumer products to post on the ALAA Web site.

In addition, Cookerly designed a survey to test opinions of and experiences with substitutes for latex products among the members of ALAA. The results will help Vystar provide educational information and develop helpful products which could reduce the risk of developing latex allergy.

Results

Cookerly secured more than 170 placements in trade and consumer media, reaching an audience of 210 million people with an advertising equivalency of more than $8.7 million. The team secured stories in top-tier medical and manufacturing trade publications such as Healthcare Purchasing News, Medical Design Technology and Rubber & Plastics News.