In the ongoing effort to expand brand awareness, TenCate Protective Fabrics extends End Use Marketing events and shakes hands with some of America’s heroes.
Jacob Biros, a firefighter with Chicago Fire Department Engine #4, entered a promotional drawing sponsored by TenCate at the 2011 Fire Department Instructors Conference in Indianapolis and won his fire station a Char-Broil Infrared Grill, grilling tool set, cookbook, drink holders, t-shirts, chef’s apron made of TenCate protective fabric, and a very special cookout sponsored by Char-Broil, and their chef, Barry Martin.
In commemoration of the event, “Chef Barry” prepared three entrees and named them in the station’s honor: Engine #4 Grilled Flat Iron Steaks, Engine #4 Grilled Chicken, served with Chef Barry’s signature Hot-Cha-Cha Peach Glaze and Engine #4 Grilled Bone-in Pork Loin Chops with traditional barbeque sauce. Char-Broil also donated a Char-Broil Big Easy Oil-less Infrared Turkey Fryer to the station and Chef Barry prepared a turkey for the station crew. Many of the items involved in the giveaway bear TenCate logos and, are reusable items actually located in the station, will help to grow and maintain brand awareness and to remind end users how and why TenCate materials really do make a difference.
Engine #4 is housed at the Chicago Fire Department Station located at 548 West Division Street, which lies in a district historically known as Cabrini-Green. Cabrini-Green is an area of the city long known for its harsh socio-economic climate, high-rise project housing and staggering crime rates. In fact, the station had to install bullet-proof glass to protect the firefighters from both unintentional and intentional gunfire. The bullet damage on the façade of the station is proof of the imminent danger the firefighters faced each day while working to protect property and lives. Attending the cookout on behalf of TenCate Protective Fabrics, Director of Marketing Elliad Granger and End Use Marketing Manager Kirk Owen were amazed by the station crew with tales of gunfire, hostile neighbors and numerous close calls . Said Mr. Granger, “It’s one thing to risk your life on the job but it’s something else to risk your life just showing up at the station for work.” Thankfully, the tide is now turning in a positive direction.
The last of Cabrini-Green’s high-rise housing structures was demolished in March of this year and urban gentrification is fully underway. With the sound of gunfire falling silent and people taking back to the streets for walks, bicycling and a more suburban lifestyle, the pressure seems to be easing for the crew of Engine #4 and TenCate Protective Fabrics was glad to be a part of the transformation. Now that the streest are safer, the firefighters can once again concentrate on the job for which they were trained.
“It makes a huge difference from an end user point of view,” said Mr. Granger, “to actually be here, on the ground so to speak, and to shake hands with these guys and to build meaningful relationships with the people who give so much of themselves. It’s nice to be able to give something back to them."