Glen Raven is one of the world’s most innovative fabric-based solutions manufacturer and distributor. While at Glen Raven, I worked with 2 brands: Trivantage, one of the largest distributors of marine hardware and upholstery products, and Sunbrella, a luxury fabric manufacturer and distributor.
Trivantage
While at Trivantage, I mostly wrote B2B content for marine vinyl and hardware distributors. Some products, however, might be bought directly by consumers. This made it important to write copy in language that could work in both B2B and B2C contexts. The items Trivantage sells are highly specialized, so I had to research and adopt Trivantage’s tone quickly in order curate copy which spoke to its consumers. Trivantage’s 3 overarching pillars include, “Dedication to the largest stock available,” “Best-in-class customer experience,” and “Hassel-free ordering.” It was important to weave these pillars into Trivantage’s content.
TRIVANTAGE’S MARINE GOODS “BIBLE”
Trivantage’s biennial catalog is referred to as the “Bible” of marine fabrics and hardware. Every two years, Trivantage sends its customers this catalog, which most of the distributors and small businesses use to find the products they need.
For the upcoming 2023-2024 catalog, I wrote and revised new and old product descriptions, as well as the introduction letter and section headers. This was a massive project, but I am extremely pleased where we ended. I cannot directly show you what I wrote for the 2023-2024 catalog, but I can show you corresponding images from the 2021-2022 catalog below:
SALES TEAM MESSAGING: CUSTOMER APPRECIATION DAY
I teamed up with an art director to make a fun, encouraging flyer for the sales team members. The client asked us to “spin” the benefit for customers, “10% off an order,” into a way to celebrate the sales team. Trivantage was also giving its sales team members a gift card for coffee.
The message I came up with was, “Make your day by making someone else’s day,” hitting on the positive feeling people get when helping others.
PRODUCT PROMOTION LETTERS
A huge way Trivantage reaches its audience is through letters. Every month, a specific product is put in the spotlight and promoted through letter. Here are two letters I wrote for Trivantage:
PRINTCRAFT SAMPLE KIT LETTER COPY
Dear [XYZ Customer],
Welcome to PrintCraft™, your source for unlimited shade fabric customization—exclusively through Trivantage®.
Take the stress out of printing your customers’ unique designs. Just submit their requested custom color or design and let our experts work their magic. Once the print is ready, we’ll send you a sample to give your customer for approval. This kit includes three 8.5” x 11” printed fabric samples for you to check out.
With as little as five yards, you can now offer full fabric customization on multiple width fabrics through a single source. Whether creating an elaborate work of art or something more simplistic, this new technology can bring commercial shade visions to life. Once approved, we can have your customer’s unique fabric ready within weeks, letting you focus on getting the job done. All PrintCraft customized fabrics come covered with a Glen Raven® five-year warranty, providing you and your customers peace of mind.
To learn more about this amazing new service, contact your Customer Care Team or download the order form online at trivantage.com/printcraft today. PrintCraft is exclusively distributed by Trivantage.
Best Regards,
Trivantage
TENERA LETTER COPY
Dear [XYZ Customer],
At Trivantage, we are proud to be your trusted one-stop source for fabric and hardware needs. We’re dedicated to offering you top-quality materials with a best-in-class customer experience and hassle-free ordering.
Which is why this spring we are excited to feature W. L. Gore & Associates, one of our premium suppliers and a global leader of ePTFE Sewing Thread. W. L. Gore & Associates’ GORE® TENARA® Sewing Thread has consistently satisfied Trivantage customers with its lasting quality and dependability. After more than 30 years in the market, this versatile and high-performing thread has excelled in demanding marine, shade, and outdoor projects. GORE TENERA Sewing Thread provides Trivantage customers numerous benefits, such as:
- Fade, stain, discolor, water-absorbing, UV damage, mold, mildew, and saltwater resistance
- The strength and flexibility to endure extreme heat or freeze cycles
- The ability to withstand harsh cleaning solutions, acid rain, and industrial pollutants
- A guarantee from W. L. Gore & Associates to outlast whatever fabric it is sewn into
GORE TENERA Sewing Thread is U.S.A. made and comes in a vast array of vibrant colors and clear thread. If you are interested in a sample spool or have any questions, please reach out to your local sales representative, email Dan Fouratt at dfouratt@trivantage.com, visit trivantage.com, or call 800-786-1876 to place your order.
As always, Trivantage appreciates your business, and we look forward to serving you in any way we can.
Best Regards,
Trivantage
HOW TOS
Due the immense amount of technical products, creating How Tos is extremely beneficial forTrivantage customers and their customers. Here are two examples of How Tos I wrote, one being written in bullet points on a flyer and another being written in paragraph form:
HOW TO CLEAN YOUR HYDROFEND FABRIC
HOW TO CLEAN FABRIC WITH STEAM
Vinyl wrinkles? Turn up the steam!
At Trivantage®, we’re proud to be your one-stop shop for your hardware and fabric needs. Our team of experts is dedicated to providing you a best-in-class customer experience and answering all your questions. So, we’ve taken the time to explain best practices for using steam to remove wrinkles from upholstered vinyl. Although some manufacturers discourage the use of steam for removing wrinkles, it can prove to be effective if done correctly. Using a garment steamer, you can smooth out these wrinkles in no time. Simply apply hot vapor close or directly on the wrinkled fabric. If you don’t have a garment steamer handy, use another viable heat source like a hairdryer. When using a hairdryer, be sure to remain at least an inch from the vinyl and not directly apply it to the fabric to prevent permanent damage. Use caution when using any heat source to protect you and your fabric from harm.
Sunbrella
For Sunbrella, a luxury fabric manufacturer and distributor, I worked on a traveling trade-show stand and kiosk to promote the Sunbrella brand and new Sunbrella Horizon fabrics.
10″ WALL:
KIOSK FRONT PANEL:
KIOSK BACK PANEL:
Benjamin Miller Jones 