One of the things I love about my job doing PR is working with companies with whom I feel a personal connection, and with the recent cold spell in Seattle, I could not be more pleased to have had the opportunity to work with management team of Triple T Trading and its Northside brand. The company makes affordable, high-quality footwear – including winter boots – for families. Northside’s reasonably-priced shoes are sold by many retailers, such as Fred Meyer and Amazon.com.
Last September, we met with Triple T Trading President Jack Wolfin, and brothers Bob and Jeff Thayer. Bob is vice president of design, development and sourcing, and Jeff is vice president of sales, operations and systems. We were impressed with their vision for the Northside brand as well as their commitment to customers and retailers alike. After learning more about their specific business and communication objectives, including the revamping of their brand, we developed our communication plan and began work to help them unveil the new brand at the Outdoor Retailer Winter Meeting (ORWM) in Salt Lake City.
Journalists were eager to share news about the company’s rebranding activities, preview the fall 2011 collection of shoes and boots, and understand the teams’ perspective about manufacturing costs. As a result of our outreach, Northside was featured in local and trade publications including:
- Outdoor USA, “Triple T Trading Invests in its Northside Brand: The Affordable Footwear Company Offers Families ‘More for the Adventure.’”
- Footwear Plus, “Snow Bunnies: Designers Tie in Warm and Fuzzy Feminine Details to Utilitarian Boots.”
- Seattle Times, “Raising Prices Coming Back in Fashion” by Amy Martinez
In addition to helping them secure this editorial coverage, we also helped them get started on Facebook. If you have a minute, we’d encourage you to check out the company’s fan page. They have a small, but growing group of loyal supporters.
We anticipate the company will continue to see strong demand for its footwear as consumers remain price conscious and continue to look for opportunities to economize on clothes, gasoline, food and many other goods or services. Northside provides average families with significant value by making quality, comfortable footwear, which is fashionable to boot. It was an honor to have had the opportunity to support the company in its recent PR activities.