view counter
 

Marketing & PR

Promotes the industry to customers and prospects; guides members in growing their companies’ revenues; creates resources including research, training, sales aids, media campaigns and articles for TRSA’s magazine, newsletter and website; proposes marketing strategies for TRSA products and services.

Agenda for March 17, 2016 Meeting

Ongoing Projects

Market Solutions Webinars
To support members' corporate growth, the committee arranges webinars to foster the industry’s penetration of key economic sectors. Businesses with expanding employment and customer counts are of particular interest, as they pose emerging opportunities for providing uniforms to clothe their workers and linens and other products to serve their clientele. Identifying these "sweet spots" requires the committee to examine:
- Growing segments in F&B, healthcare, hospitality and industrial markets
- Products, services, channels and messaging to tap these segments' potential

Customer Experience Management
The committee plans to guide textile services operators in deploying this tactic to increase customer satisfaction and maximize product line penetration. CXM monitors expectations of everyone in an organization who affects the decision to buy a particular product or service. Such attention to detail reveals what really drives a customer’s decision to buy and re-buy. The committee creates data tables that 1) identify the key decision-makers (job titles) in a given market (business classification) who influence the purchase of a given product (textile or nontextile) and 2) include messaging directed at these individuals to maximize sales of the product to their operations.

Promoting Reusables vs. Disposables
As TRSA quantifies the industry's increasing “green” and economic virtues to customers and the public, the committee promotes these gains. Research sparks the creation of collateral materials and PR campaign themes o highlight the resource-conserving and corporate-image-building value of reusable products such as garments, napkins and towels as oppoosed to their disposable counterparts.

Flame-Resistant (FR) and Enhanced- and High-Visibility Garments
The committee plans a publicity campaign to detail why textile services are the best supplier of these garments that any business can find. To be promoted are the benefits of professionally laundering these items (contrasting with the drawbacks of home washing) as well as the cost and quality benefits of rental.

Members

Zach Sonnenklar (Chair), Iron City Workplace Services, Pittsburgh, PA
Steve Kallenbach (Vice Chair), American Dawn Inc., Compton, CA
Megan Ashburn, Cintas Corp., Cincinnati, OH
Karen Harrington, GOJO Industries, Foley, AL
Minashia Haynes, Angelica Corp., Alpharetta, GA

Barb Herman, SanMar Corp., Issaquah, WA
Marti Lawson, Crothall Healthcare, Chesterbrook, PA

Blaine Maddin, Milliken & Co., Spartanburg, SC
Jerry Martin, Prudential Overall Supply, Irvine, CA
Dan McCoy, Darman Mfg. Co., Inc., Utica, NY
Michael Shearer, AmeriPride Services, Minnetonka, MN
Bob Pestrak, Riegel/Mount Vernon Mills, Greenville, SC

Dave Shimp, Pinnacle Textile Industries LLC, King of Prussia, PA
John Walroth, Washing Systems LLC, Cincinnati, OH
Jeff Wile, Linen Finder, Coral Springs, FL

Staff Liaison
Ken Koepper

877-770-9274 or 703-519-0029, ext. 109