Cotton Incorporated was started by cotton growers in 1970—the era of polyester—to revive an ailing cotton market. Over the past 40 years, Cotton Incorporated’s hefty investment in research, education and consumer advertising pushed Cotton back to the top, with more than 60 percent of the market share today. This push to promote cotton as an essential fabric inspired Cotton, Inc. to look for ways to educate and share insights to textile students and industry professionals.
Through interviews with internal stakeholders, industry leaders, students and professors, Capstrat discovered the cotton audience looks up to Cotton Incorporated as an advisor—a trusted entity who offers guidance but allows people to follow their own path. The advisor persona imparts knowledge, offers inspiration, provides guidance and encourages growth. With the design, messaging, and branding of Cotton University all aligning to this strategy, Capstrat set forth to build Cotton U as a fully responsive website. Being responsive allows for a complete brand experience that works and functions the same regardless of browser, desktop, laptop, tablet or mobile device.
Since it’s launch in October, 2012, more than 2,700+ qualified users have registered on the site. Members spend an average of 10.5 minutes on the site during a visit, contributing to reading content in the Community section and watching videos or taking courses available through the library.