The world’s largest decking brand, which applies its proprietary green technology to produce a wide variety of innovative and eco-friendly outdoor living products.
Building a Top-Tier and Sustainable Media Relations Program
Since 1996, Trex (NYSE: TREX) has invented, defined and perfected the composite decking category, becoming an industry-leading manufacturer of wood-alternative decking products.
In 2013, Trex sought a media relations partner to help differentiate its value proposition from competitors and the wood decking industry. The goal was to enhance the company’s market valuation by building an appreciation of the company’s investment potential.
After being selected as the agency of record, RooneyPartners’ initial program engagement was focused on showcasing the company’s impressive financial turnaround in top-tier business and financial media. We also sought to raise the profile of executive leadership and deliver high-impact feature coverage of Trex’s innovation across a range of alternative decking products.
As Trex’s leadership and corporate goals have evolved, the emphasis and story pillars within the media relations program have changed accordingly, with and now places significant emphasis on both the investment thesis, corporate strategy and product advancement.
RooneyPartners’ challenge was to educate business journalists on Trex’s resurgent value proposition, with the overarching goal of enhancing market valuation by building appreciation of the company’s investment potential.
RooneyPartners accomplished this with a two-pronged strategy: Elevating awareness in top-tier media using corporate strategy and investment thesis storylines while positioning Trex’s management as industry authorities and visionary leaders.
This approach has generated more than 60 outcomes to date, including management appearances on CNBC, Bloomberg Radio and Bloomberg Television, Fox Business, Yahoo! Finance, CBS Radio and feature coverage in Barron’s, Bloomberg Businessweek, Forbes, Fortune, Investor’s Business Daily, The Wall Street Journal, and The New York Times, among other outlets.