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Mohawk receives three Phoenix Awards of Excellence

Screen Shot 2017-11-06 at 5.10.57 PMCalhoun, Ga.—Mohawk was recently recognized with three 2017 Phoenix Awards of Excellence by the Georgia Chapter of the Public Relations Society of America (PRSA) for its public relations campaigns focused on fighting breast cancer and the introduction of SmartStrand Silk Reserve.

“All three of these campaigns are dear to our hearts and have produced great results for our business and customers,” said Mollie Surratt, Mohawk’s senior director of public relations and inbound marketing. “Mohawk has a long relationship with the Susan G. Komen organization and has supported the fight against breast cancer every step of the way. As for SmartStrand Silk Reserve, we are proud of the innovations that have made this product the softest, most durable, easiest to clean, pet-friendly carpet on the planet.”

Mohawk won a Phoenix Award of Excellence in the following categories:

  • Internal Video Programs: Mohawk produced a video, that included an interview with Brian Carson, Mohawk’s president, on his family’s experience with the fight against breast cancer. The goal of the video was to help spread awareness of the disease and Mohawk’s Cushion the Fight program and to increase Mohawk retailer participation on social media. The result: 97% of eligible Mohawk retailers participated in the #CushionTheFight social media campaign, making it the third largest Mohawk retailer social media campaign to date.
  • Events—Consumer Products: At the Philadelphia Susan G. Komen 3-Day event in 2016, Mohawk distributed more than 1,000 rolls of SmartCushion at stations situated throughout the event’s campout areas. Tied with a pink ribbon and sporting Mohawk’s SmartCushion logo, each piece was 6 feet long by 72 inches wide and available for the participants to use under their sleeping bags.
  • Satellite Media Tours: Mohawk enlisted HGTV celebrity host and top contractor, Chip Wade, to embark on a satellite video and radio tour. SmartStrand Silk Reserve was selected as one of the top home improvement products to recommend and display in the live satellite interviews.

The Phoenix Awards, which were announced on Nov. 2, is an awards competition designed by PRSA Georgia to recognize projects and programs that demonstrate excellence in the public relations profession in Georgia.

For more information, visit mohawkflooring.com.

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Mohawk unveils #CushionTheFight 2017 video

https://youtu.be/r_s2XOHZw-I

To help in the fight against breast cancer, Mohawk is once again partnering with Susan G. Komen by sponsoring all seven of the organization’s 3-Day events, providing 8,000 pieces of durable, eco-friendly SmartCushion to comfort walkers and crew members.

Mohawk SmartCushion’s visco-elastic memory foam provides the ultimate in comfort and durability under carpet—and now under sleeping bags. Most of the 3-Day participants will walk approximately 20 miles per day; they will use their cushion for sleeping at night and to sit on during lunch. The SmartCushion is then recycled at the end of the events.

This year, Mohawk has also expanded its support of the 3-Day by activating retailer support for all seven cities. Its top cushion retailers will host “Mohawk Mile” pink carpet experiences at the end of each day to cheer on participants as they cross a pink Mohawk carpet.

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Mohawk partners with Susan G. Komen

mohawk_komen_3day_8Calhoun, Ga.—To help in the fight against breast cancer, Mohawk is once again partnering with Susan G. Komen by sponsoring all seven of the organization’s 3-Day events, providing 8,000 pieces of durable, eco-friendly SmartCushion to comfort walkers and crew members.

Mohawk SmartCushion’s visco-elastic memory foam provides comfort and durability under carpet—and now under sleeping bags. Most of the 3-Day participants will walk approximately 20 miles per day; they will use their cushion for sleeping at night and to sit on during lunch. The SmartCushion is then recycled at the end of the events.

This year Mohawk has also expanded its support of the 3-Day by activating retailer support for all seven cities. Its top cushion retailers will host “Mohawk Mile” pink carpet experiences at the end of each day to cheer on participants as they cross a pink Mohawk carpet.

“It is an honor to be a part of the Komen 3-Day this year,” said Brent Emore, vice president of residential finance and cushion general manager for Mohawk. “From providing cushion for participants to sleep on to cheering on the dedicated walkers across the finish line, our partnership with Komen provides rewarding, heart-warming experiences for everyone involved. I am proud of all our employees and customer partners who have joined in their efforts to put an end to breast cancer.”

Mohawk began its partnership with Komen in 2001, spearheading programs in both the residential and commercial arena—its Decorate for the Cure and Specify for the Cure, respectively. Through these programs, more than $5 million has been donated to date, serving millions in more than 30 countries. In 2015, Mohawk sponsored the Philadelphia 3-Day Walk and provided more than 800 pieces of SmartCushion. Then, in 2016, Mohawk took its work with Komen to a new level, expanding its support of the 3-Day across the country to include all seven participating cities and donating more than 6,000 pieces of SmartCushion.

The Susan G. Komen 3-Day is a three-day, 60-mile walk that raises awareness and money for breast cancer research and helps the organization reach its Bold Goal—to reduce the current number of breast cancer deaths by 50% in the U.S. by 2026.

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Mohawk covers all bases with broad cushion portfolio

August 14/21: Volume 32, Issue 5

By Lindsay Baillie

Screen Shot 2017-08-22 at 4.01.29 PMOver the years, Mohawk has diversified its flooring offerings to cover the gamut of both soft and hard goods. At the same time, the company is also garnering attention by helping floor covering retailers sell the total installation project via a broad selection of cushion products.

“We are the only U.S. carpet manufacturer that has its own carpet cushion production,” said Al Buniak, director of pad and cushion business operations, Mohawk Industries. “We currently make everything from a basic product to a premium memory foam cushion, including synthetic fiber pads for the growing area rug market.”

Mohawk, which entered the cushion manufacturing business after it acquired Alliance Pad in 2002, manufactures every type of carpet fiber from wool to synthetic in all different constructions. This allows the manufacturer to pair each type of carpet with a specific pad to offer the overall best performance. In addition, Mohawk operates an efficient distribution network that allows for a single delivery of both cushion and carpet, which cuts down wait time for various products.

“People spend a lot of time selling carpet, but the cushion is really an extremely important component of the sale,” Buniak explained. “It’s the piece that helps the carpet maintain its texture and appearance, so we provide all of those different types of cushions to leverage our carpet products’ features.”

Following a good/better/best model for its cushions, Mohawk offers retailers its most premium product, SmartCushion, with the added bonus of giving back to a key foundation—Susan G. Komen. With each purchase of its SmartCushion preferred product, Mohawk makes a donation to Susan G. Komen. What’s more, SmartCushion is pink in color and its packaging contains the Susan G. Komen logo—all of which drives further awareness of the cause.

“Mohawk partners with many non-profit organizations throughout our various communities, and Susan G. Komen was one we started with approximately six or seven years ago,” Buniak explained. “It is a wonderful organization and we are excited to be a part of helping the organization achieve its goals of bringing an end to breast cancer. It’s one of the top recipients of Mohawk’s support.”

SmartCushion is a win-win in other aspects. For many retailers, it helps increase margins. Just ask Joe Zago, president of The Carpet Guys in Troy, Mich. The dealer has been selling the product for about three years with excellent results. “It’s a great thing for any retailer to carry. Not only are you doing a great thing, but people like doing business with people who like to do good things. When people in the community see us taking part in a lot of these events, it really helps the business.”

Jeff Balsom, owner of Kenny Enterprises in Buffalo, N.Y., has also noticed a positive response to Mohawk’s SmartCushion. “Our sales are good and the performance of the pad is very good. The Susan G. Komen story has been very good [for business]. Our customers seem very happy with what Mohawk is doing and what we’re doing to support the entire organization.”

As a premium product, SmartCushion provides retailers with the opportunity to upsell, creating higher margins. In addition to the product’s story, its overall quality and characteristics make SmartCushion an easy sell.

“Of all our cushion it is our top-selling product,” said Fred Gaines, owner of Bells Carpets, Raleigh, N.C. “We train our salespeople to take consumers to the best option first. We always stress to our customers that the cushion is the foundation of their carpet purchase. If you don’t start with a good foundation you’re not going to get the performance of the carpet you want over the years.”

For many retailers, having an entire package helps generate higher margins. For example, Tommy Hughes, general manager, Kelly’s Carpet, Omaha, Neb., sees value in giving his customers Mohawk-branded carpet and cushion along with Mohawk-certified installation. “SmartCushion is packaged with some of our higher-end carpet collections. It’s a premium pad that’s going to perform well under the carpet.”

Hughes also sees value in offering a product that ultimately gives back to the community. “It’s important to support the Susan G. Komen Foundation, and [SmartCushion] is one way, as a store, that we can support them and that our customers can support as well.”

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Mohawk Flooring and Susan G. Komen partner to cushion fight against breast cancer

screen-shot-2016-10-13-at-10-10-00-amCalhoun, Ga.—Mohawk Flooring has expanded its support of the 2016 Susan G. Komen 3-Day, placing more than 6,000 pieces of SmartCushion under the sleeping bags of walkers and crewmembers in cities across the country. In this three-day event held in seven cities, walkers cover 60 miles to accomplish one mission: a world without breast cancer.

Last year Mohawk provided 800 cushions for the Philadelphia 3-Day; this year soft, durable, eco-friendly SmartCushion will be waiting for weary walkers in all seven cities holding the event. The Susan G. Komen 3-Day walk is a critical fundraising event that has raised $810 million for breast cancer research, education, early detection and treatment since its inception in 2003.

More than 243,000 people will be diagnosed with invasive breast cancer in 2016. This statistic hits home for Mohawk president Brian Carson, whose wife was diagnosed in 2012. Carson recalls, “Our lives changed overnight. The diagnosis was devastating not only for my wife, but our entire family. I realized it is all of our responsibility to encourage our loved ones to get checked regularly.”

susan-g-komen-3-dayThe company encourages its retail partners to become involved as well. “What can you do through our products, or through your business, to help drive breast cancer awareness and support for breast cancer prevention in your own communities?” asked Carson. “If there’s an opportunity for you to help with the cause, I would encourage you to do so.”

Mohawk retailers across the country have long been committed to the fight against cancer. Since 2001, Mohawk retailers have raised millions of dollars through Mohawk’s Decorate for the Cure/Specify for the Cure programs, in which Mohawk donates proceeds per square yard of SmartCushion and KaraStep carpet cushion sold—to Komen.

October is Breast Cancer Awareness Month, and throughout the month, Mohawk will be focusing on education in all of its social channels, including informative posts shared on Mohawk’s blog Creative Home. A video, “2016 Mohawk #CushiontheFight,” is now available on YouTube.

mohawk-smartcushion“Breast cancer awareness content has been customized for Mohawk retailers to post and share as well on their social platforms,” said Mollie Surratt, senior director of public relations, content and social media at Mohawk. “So many of us have been affected by breast cancer and this cause is perfect for reaching Mohawk’s target audience demographic to raise awareness while sharing our brand story.”

For more information on Mohawk’s Decorate for the Cure program, visit MohawkFlooring.com.

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Mohawk cushions Komen’s Philadelphia 3-Day

October 12/19; Volume 30/Number 9

Screen Shot 2015-10-16 at 1.25.46 PMPhiladelphia—In recognition of Breast Cancer Awareness Month, Mohawk Flooring partnered with the 2015 Susan G. Komen Philadelphia 3-Day walk held Oct. 2-4 to provide over 800 pieces of SmartCushion carpet cushion for walkers and crew members to place under their sleeping bags at the Pennsylvania Convention Center camp.

With 1,000 walkers and 300 crew members, the 2015 Philadelphia 3-Day raised a total of $2.7 million to help with the organization’s goal toward a world without breast cancer.

Mohawk is committed to raising breast cancer awareness, and the Philadelphia 3-Day is just one way the company gets involved. In fact, as part of its Decorate for the Cure program, Mohawk donates between $0.02 and $0.15 per square yard of SmartCushion carpet cushion to Susan G. Komen with an aggregate guaranteed minimum donation of $200,000. Since 2001 the program, along with Mohawk’s Specify for The Cure, has raised over $3 million in the fight against breast cancer.

Each 3-Day walker was required to raise $2,300 in order to participate and paraded a course of 20 miles per day for a total of 60 miles, stopping to camp out in tents at the Convention Center overnight. The entire route consisted of 20 landmarks, complete with pit stops at popular local restaurants, schools and museums. Cheering stations where family members and friends showed their support were scattered throughout the course. Cancer survivors, people still in active treatment, and families and friends who lost loved ones all began their three-day journey at Willow Grove Park Mall for the opening ceremony, continuing through Pennsylvania to the Liberty Bell and Lincoln Financial Field—among other famed places—and ending with a closing ceremony at The Navy Yard.

After walking 20 miles each day, a majority of the 3-Day participants slept on Mohawk’s SmartCushion, which ensured they were warm after enduring rainy weather and well rested for the next day. “It’s yet another way Mohawk supports our mission, and we’re very grateful for their longtime partnership,” said Christina Alford, Komen’s senior vice president of development. “Together, we’re moving closer to a world without breast cancer.”

In addition to supporting the vision of a breast cancer-free world, Mohawk’s SmartCushion provides added durability, performance and protection. As the only producer of both carpet and cushion in the industry, Mohawk’s SmartCushion viscoelastic memory foam enhances comfort and comes with a 10-year extended warranty. SmartCushion also features antimicrobial protection, a built-in moisture guard that contains antimicrobial additives to prevent the growth of odor-causing mold, mildew and fungus in spills that aren’t cleaned up immediately. Its built-in Spillsafe Moisture Guard prevents spills or stains from seeping down into the cushion. The product also improves insulating and acoustical properties.

Screen Shot 2015-10-16 at 1.26.32 PM“Mohawk SmartCushion is specifically designed to maximize and extend the softness and performance of Mohawk carpet,” said Jon England, Mohawk Flooring’s senior director of cushion. “This eco-friendly cushion is ideal for adding extra comfort at night for these dedicated walkers who are on the journey of a lifetime. This is a meaningful way for us to demonstrate Mohawk’s commitment to Komen in the fight against breast cancer while also actively showcasing the product’s benefits.” Also environmentally friendly, all pieces of SmartCushion used at the 3-Day were recycled immediately following the event’s closing ceremony.

Breast cancer is the most common cancer among women worldwide and the second-most common cancer overall. Every year nearly 2 million cases of breast cancer are diagnosed worldwide. As the largest grassroots network of breast cancer survivors and activists, Susan G. Komen has made significant strides over the last three decades; the number of women over 40 who now receive regular mammograms has more than doubled and the five-year relative survival rate for early-stage breast cancer is now 99% in the United States. To date, Susan G. Komen has invested more than $2.5 billion in groundbreaking research, community health outreach, advocacy and programs in more than 30 countries.

Mohawk plans to continue raising breast cancer awareness during October with a series of various programs. “Throughout National Breast Cancer Awareness Month, we’re focusing on education in all our social channels, including informative posts shared on Mohawk’s blog, Creative Home,” said Mollie Surratt, senior director of public relations and content. “So many of us have been affected by breast cancer, and this cause is perfect for reaching Mohawk’s target audience demographic to raise awareness while sharing our brand story. Content will be customized for Mohawk retailers to post and share as well.”

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Mohawk Flooring partners with Susan G. Komen to cushion the Philadelphia 3-Day

Screen Shot 2015-10-02 at 10.01.57 AM

Calhoun, Ga.—In recognition of October’s Breast Cancer Awareness Month, Mohawk Flooring is partnering with the 2015 Susan G. Komen Philadelphia 3-Day to provide over 800 pieces of SmartCushion, which will be placed under sleeping bags for 3-Day participants and crew at the Pennsylvania Convention Center camp Oct. 2-4.

As part of the 3-Day, participants will sleep on these cushions after walking approximately 20 miles per day.

“Mohawk SmartCushion is specifically designed to maximize and extend the softness and performance of Mohawk carpet,” said Jon England, Mohawk Flooring’s senior director of cushion. “This is a meaningful way for us to demonstrate Mohawk’s commitment to Komen in the fight against breast cancer while also actively showcasing the product benefit.”

For an update, see FCNews Oct. 12/19.

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How Decorate for the Cure brings benefits to retailers, consumers

October 13/20, 2014; Volume 28/Number 9

Screen Shot 2014-10-31 at 10.05.22 AMIn addition to participating in the fight against breast cancer through Mohawk’s partnership with Susan G. Komen, retailers can profit from the initiative thanks to the products that are highlighted through Decorate for the Cure.

SmartCushion and Karastep, the carpet cushion/padding that are part of Decorate for the Cure, help support both a quality product and a quality cause.

“We are using a three-prong approach with this partnership,” explained Jon England, Mohawk’s senior director of pad and cushion. “We did extensive polling and research with our customer base to help really dial in on the correct product from a performance, aesthetics and comfort perspective.

“We’ve found that a thickness between 7⁄16- and ½-inch is ideal, depending on where you are. At 15⁄32, in the middle of a ½-inch and 7⁄16-inch, is the sweet spot.

“Making the consumer happy and providing a quality product is just one part of the process,” England said. “Sending customers out of stores with a smile is every retailer’s goal, and we have an extra element of that with the partnership with Susan G. Komen. There is that level of satisfaction provided to a consumer when she knows she is involved in the fight, helping research and helping identify breast cancer across the country.”

SmartCushion not only features the pink ribbon that acts as the Komen logo, the entire padding itself is pink. These attributes benefit the retailer because, England said, 73% of all consumers will switch from a regular brand to one that incorporates a pink ribbon. And, according to Mohawk, 53% of that group will actually spend more money if they know part of the proceeds is going back to the cause.

“You are creating an emotional connection with the consumer and delivering back to the community,” he said. “You are really creating a captured audience inside every showroom. When consumers see that ribbon they will switch, and 53% will pay more money. You wrap that story up with a premium product and you’ve captured your consumer, making her feel great about her purchase, helping her get a premium product, and in turn you are also capitalizing business.”

An additional benefit for customers comes via warranty. If they purchase Mohawk carpet and use SmartCushion or Karastep with it, they get a 10-year extension on the Abrasive Wear warranty, bringing the warranty up to 20 years. A step warranty is also added, along with a transferrable warranty.

According to England, Mohawk decided to partner with Susan G. Komen as both groups share a target consumer: females in the 33-45 age range.

“It’s a constant focus on connecting with our customer and the consumer,” he concluded. “We continue to work to make sure we’re on point and driving what consumers want and what our customers expect.”

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Mohawk continues fruitful partnership with Susan G. Komen

October 13/20, 2014; Volume 28/Number 9

Helping the cause while highlighting product

By Jenna Lippin

Screen Shot 2014-10-31 at 9.58.22 AMSusan G. Komen, the organization that has helped fund lifesaving community programs and innovative breast cancer research for the last 30-plus years, is continuing its partnership with Mohawk through the flooring company’s Decorate for the Cure and Specify for a Cure initiatives that are spotlighted throughout October. Mohawk has raised over $3 million since it began its collaboration with Susan G. Komen 15 years ago, participating in the cause through every facet of its business.

Having raised more than $847 million since its inception, Komen is the largest non-profit funder of breast cancer research in the world. The group works to fund research along the entire continuum of care—from basic science to understand more about breast cancer, to identifying key developments that help deliver specific and individual treatment of women. Better screening options, the study of breast cancer recurrence and funding to guarantee continued research by bright, young scientists are some of the main goals of the organization, including donating funds to early detection research, helping fight breast cancer in its earliest and most treatable stage.

Susan G. Komen affiliates currently work in 117 communities throughout the U.S., funding programs that provide education, screening and treatment services to uninsured or underinsured women, as well as those who have no way to get to doctors, need help paying for groceries, require assistance for utilities, etc., so they can focus on getting better. Since the foundation began its efforts, $1.8 billion has been invested in these community programs.

“So many people want to know what we have done with the money and time donated,” said Carrie Glassock, Susan G. Komen’s director of corporate relations. “It’s so important we tell people that since 1990 we have helped lower breast cancer’s mortality rate by 34%. Less women are dying from the disease, thanks in part to major advances made possible by Komen. We are only able to make these significant strides because of partners like Mohawk and the work they do throughout their fund marketing program to help raise awareness.”

Mohawk originally partnered with Susan G. Komen in 2001, recognizing the importance of the cause and developing a desire to give back to those affected by breast cancer, including customers, dealers and Mohawk employees. Today, Susan G. Komen continues to work with the manufacturer to develop ways in which it can become more involved with local communities.

The Decorate for the Cure program from Mohawk is comprised primarily of the sales of SmartCushion and Karastep premium carpet cushion. “These products provide peace of mind that the cushion is extending the Mohawk warranty plus providing ultimate comfort,” said Mollie Surratt, senior director of public relations and content, Mohawk. “Then you get that great, warm, fuzzy feeling at point of purchase because you’re contributing to Susan G. Komen.”

Cause marketing helps increase the likelihood of a consumer purchasing SmartCushion and KaraStep; if she knows her money is going to a good cause, she is more willing to make that purchase. “So many of us have been affected by breast cancer,” Surratt added. “This cause is perfect for Mohawk’s demographic [young to middle-aged females] and our brand story.”

SmartCushion by Mohawk and Karastep by Karastan both protect carpet and provide additional comfort, durability and an instant warranty upgrade. As part of Decorate for the Cure, Mohawk donates between $.02 and $.15 per square yard of SmartCushion or Karastep carpet cushion to Susan G. Komen with an aggregate guaranteed minimum donation of $200,000. To further promote the Decorate for the Cure initiative, both the Mohawk Flooring and Karastan websites have been “pinkwashed” since Oct. 1.

“We are driving visitors to the site to click on the banner and learn more about Decorate for the Cure, and there is updated content on the landing pages,” Surratt explained. “We’re focusing on breast cancer awareness and education in all of our social channels, including blog posts shared throughout the month of October on Creative Home. (creativehome.mohawkflooring.com) Our overall strategy is all about engaging the consumer. We want to build personal relationships with Mohawk so consumers will keep us top of mind when buying and will come back to us and refer us.” Surratt personally creates and writes blog content, particularly because her mom is a breast cancer survivor.

“Komen is great to be involved with corporately,” she added. “We are among Best in Class brands along with names like Bank of America, New Balance—those with strong brand recognition in the marketplace.

On the commercial side, Mohawk Group is promoting its Specify for a Cure program. Under the program, for every 500 yards of carpet or more from any of the eligible Mohawk Group carpet collections or any Durkan print carpet specified, Mohawk Group will donate $.25 per square yard to Susan G. Komen. Since 2001, Mohawk Group has contributed more than $3.03 million to Komen on behalf of its customers and employees, leading to its membership in Komen’s Pink Ribbon circle.

While October is officially Breast Cancer Awareness month, Mohawk’s Decorate for the Cure and Specify for a Cure do not end in November. Efforts during this month are, in fact, highlighted, but the company continues its involvement with Susan G. Komen year round. “Of course we want to be part of the effort in October, but it is important from a cause standpoint and a business standpoint throughout the year,” Surratt noted. “Next year we will work on providing more support in connecting our retailers with their local Susan G. Komen affiliates, providing more support and content storytelling. We anticipate 2015 will be the best year yet with the organization.”

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Mohawk names Breast Cancer Awareness contest winners

Screen Shot 2013-11-25 at 1.35.37 PM
The winning “Live Beautifully” Pinterest board by Shannon
via pinterest.com/spinsugar/karastan-live-beautifully/.

Calhoun, Ga.—Mohawk, a long-time supporter of Susan G. Komen, commemorated National Breast Cancer Awareness Month with two consumer-based social media contests. The contests were designed to engage consumers by sharing courageous stories of breast cancer survivors as well as creating room scenes inspired by living a beautiful life. Continue reading Mohawk names Breast Cancer Awareness contest winners