Integrated Marketing During a Global Industry Shift
During COVID-19, Gerber Technology launched the PPE Task Force to help manufacturers transition into PPE production through educational resources, digital engagement, and industry-wide support initiatives. I supported integrated marketing strategy, campaign messaging, digital engagement, educational content, and cross-channel communication initiatives for the campaign.
The Challenge
Manufacturers faced supply chain disruption, workforce limitations, and growing demand for PPE production. Many companies did not realize they could pivot into PPE manufacturing, while others needed guidance on how to transition efficiently with smaller teams and limited resources. Gerber Technology also needed new ways to support existing customers while driving business growth across industries heavily impacted by the pandemic.
The Strategy
The PPE Task Force repositioned Gerber Technology as a trusted industry resource through integrated marketing initiatives spanning social media, digital content, webinars, email communication, educational resources, and community engagement. The initiative created a centralized ecosystem designed to help manufacturers understand how to pivot into PPE production while improving operational efficiency during a rapidly changing market.
My Role
Shaped campaign messaging, customer storytelling, and integrated content development for the PPE Task Force initiative, including the microsite, educational resources, and customer success stories developed in collaboration with manufacturers transitioning into PPE production.
-
Helped create a new industry segment supporting manufacturers transitioning into PPE production
-
Supported initiatives that helped 1,700+ manufacturers convert to PPE production
-
Contributed to bringing in 400+ new customers through integrated marketing and industry engagement initiatives
-
Strengthened Gerber Technology’s position as a trusted industry resource during a critical period of manufacturing disruption