In the wake of the novel coronavirus pandemic, the Global Biorisk Advisory Council, a Division of ISSA, saw an opportunity to fast track the launch ofits GBAC STAR™ Facility Accreditation Program that helps facilities of all sizes set and follow standards for cleaning, disinfection and infection prevention. GBAC wanted to create widespread awareness to educate facility managers, executives and the public about the program and promote its value at a time when concerns about cleanliness were at an all time high.
GBAC partnered with Mulberry to leverage its extensive experience within the cleaning
industry and beyond. To launch the program, Mulberry helped GBAC develop its value
proposition and key messaging. It then launched a media relations program that included a
press release highlighting the program’s purpose and timeliness as well as the names of several
organizations that committed to accreditation, including the Miami Dolphins’ Hard Rock
Stadium and Hyatt Hotels.
Mulberry also created a chalkboard animation video that outlined the key benefits of the
program, as well as promotional items that accredited facilities could leverage to promote their
commitment to cleanliness to customers and employees. These included
brochures, infographics, table tents, wall posters, elevator signage, social distancing floor
stickers and more.
In the weeks following the initial announcement, Mulberry prepared and pitched additional
press releases focusing on other organizations that had committed to or achieved
accreditation, as well as the GBAC START Facility Directory that tracks all in-progress and
completed accreditations. As facilities in new regions signed on, Mulberry responded by
targeting the necessary media markets to maximize global coverage.
Distributed 22 GBAC press releases over the course of seven months to maintain a consistent presence in the media
Gained 1,800+ pieces of media
Secured coverage in trade, local
and Tier 1 media outlets, such
as BUILDINGS, Hotel Business,
Phoenix Business Journal, The
Points Guy, ESPN, Washington
Post, Yahoo! Sports and more
Media coverage achieved an
estimated 26 million views
The news stories received more
than 66,000 shares on social
media
GBAC achieved coverage in the
United States, Canada, Mexico,
the United Kingdom, France,
Germany, the Netherlands,
Australia, India, Africa,
Singapore, Peru, the
Philippines, Brazil, Malaysia and
more.
