Merrell has raised $15,575 for Youth Outdoors Legacy Fund (YOLF) through online orders in the first month of its newly designed Web site, www.merrell.com. From February 1 through March 1, Merrell pledged to donate $5.00 per online order to YOLF, an organization that invests annually in non-profit organizations that get kids to live active outdoor lives.
Following its launch, the new Merrell.com was selected from 13,466 entries to receive a 2009 Internet Advertising Competition (IAC) Award in the highly competitive Consumer Goods category. Additionally, merrell.com will be the Web Pick of the week on Communications Arts, a premier design source (commarts.com), starting April 10th.
“Todays youth are tomorrows outdoor stewards,” said Stephanie Tully, marketing manager at Merrell. “Through YOLF children have an opportunity to experience the fun of the outdoors, laying the foundation for healthy and adventurous lives. This is why we chose to celebrate the new merrell.com by making a donation to YOLF for each order during the first month of our website re-launch. We want to see more children outdoors, having fun and exploring what Mother Nature has to offer.”
“We applaud Merrells commitment and support of programs that encourage kids to get involved in the outdoors,” said Dennis Madsen, founder of YOLF. “Their creative and generous approach to funding not only provides their customers the opportunity to get involved in the giving process, but also gives significant dollars and creates awareness of the importance of getting kids actively involved in the outdoors.”
The new Merrell.com offers consumers enhanced shopping capabilities with a powerful store filter system where consumers can create specific, targeted searches based on their individual needs. Users can categorize products by intended outdoor activity, color, comfort technology features, style, and terrain to be tackled. The site goes beyond shopping and offers visitors an online outdoor destination that embodies the Merrell brand experience through interactive stories and videos.
A Performance & Style section highlights new product development stories and product features. Lets Get Outside is a community site that creates an environment for Merrell consumers to interact with one another, tell their own outdoor adventure stories and highlight their connection with Merrell. The Merrell TV section will feature video content, providing an online venue for the company to showcase brand and product attributes. For example, the site puts a face to the new running program with a video featuring a Merrell designer and developer discussing the innovations in the Merrell Running collection.
Continued Tully, “We are thrilled to receive an IAC award in consumer goods category. The new Merrell.com is being well received by our consumers and it is nice to have this validation from an esteemed marketing association.”
