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NEWSFLASH!
IICRC News Stories
What's the IICRC Doing for YOU?
Marketing/PR Activities October 2002 to March 2003
May 5, 2003 -- Vancouver, WA
Ruth Travis, Marketing Chair
MARKETING REPORT
- Prepared 2002 Marketing Activities Summary to include in Certified Firm packets
- Created Calendar of Convention/Meetings with IICRC Secretary, Eileen Barkstedt's help
- Prepared schedule for Surfaces 2003 booth
- Revised Intro to IICRC video/CD and script
- Designed and produced two Supporter Brochures for Supporter Committee
- Revised Ad in Market Source Guide for Surfaces
- Revised and coordinated New Booth Graphics for all booths due to additions and changes in our categories and advanced designations
- ISSA contact -- link to our school schedule on web site, monthly article
- Working with Ed Hobbs, Registrant Standards Chair in design and selection of "Master" pins
- 6 "News You Can Use" on-line matte releases (www.iicrc.org)
- Communication with FME on a daily basis (see report below)
- Monthly trade press releases
- Two Matte releases
- Provided information for Broken Water Pipes Release
- B-Roll Video coordination/participation
- Attended/staffed IICRC Booth at Surfaces (Executive Committee)
- IICRC Newsletter Spring 2003 in production
- Attended Mid-South Convention -- Ruth Travis on Program
- Attended Coverings Convention -- Staffed by Debbie Campbell, Bob Merkt, Ruth Travis
- Attended Carpet and Rug Institute Tech Conference/Seal of Approval Meetings (Travis, Zimmerman, Vermeulen)
Future activities/projects:
- Produce Certified Firm Brochure
- Produce Advanced Designations Brochure
- Revise graphics for all booths
- Replace #1 Cleaning booth
- Attend PLRB (Jeff Bishop and Dan Bernazzani on program)
- Healthy Indoor Environment (Carey Vermeulen -- staff/Jim Holland speaker)
- DRC (Carey Vermeulen)
- AFMA (Carey Vermeulen/Ruth Travis)
- CM Expo (Ruth Travis)
- Rainbow Reunion
- ISCT (Lee Zimmerman)
FME (PUBLIC RELATIONS) REPORT
Press Releases to Industry Trade Media:
- IICRC Strengthens Advanced Designations Program
- The IICRC Responds to America's Frigid Temperatures
- IICRC Consumer Survey Teaser
- IICRC Initiates New Mold Standard Task Force
- IICRC Attends Surfaces
- IICRC Broken Water Pipe Press Release
- IICRC Emphasizes Importance of Background Checks
- IICRC Enhances Certification Exam Program
- IICRC Board Names 2003 Executive Committee
- Jeff Bishop Named as New IICRC Technical Advisor
NAPS Releases:
- Mold Invasion
(Distributed by NAPS for Summer 2002) As of 2/25/03, 324 Newspaper Articles in 31 Different States with a Readership of 12,412,560
- Ten Steps To a Better IEQ
(Distributed by NAPS for Fall 2002) As of 2/25/03, 416 Newspaper Articles in 31 Different States with a readership of 31,754,192
- IICRC as Industry Guardian
(Distributed by NAPS for Feb 2003) No results yet.
Rapid Response Media Opportunities:
- Distribution of water damage tips due to broken pipes to Southeast and Northeast news outlets after cold wave in mid-January.
- Collection of frozen pipes press coverage for January and February is ongoing for the following states: Pennsylvania, Virginia, Maryland, Maine, Connecticut, West Virginia, Tennessee, Georgia, Alabama, Florida, Mississippi, North Carolina and South Carolina.
Media placements for the IICRC's frozen pipes damage pitch included:
- Manchester Times (Manchester, TN)
- The Capital (Annapolis, MD)
- The Post and Courier (Charleston, SC)
- KXTS-TV (Online) (Victoria, TX)
- WMDT-TV (Salisbury, MD)
- The Post and Courier (Charleston, SC)
- Norwalk Reflector (Norwalk, OH)
- The Albany Herald (Albany, GA)
- Cabot Star-Herald (Cabot AR)
- Richmond Times-Dispatch (Richmond, VA)
FME initiated a rapid response for water damage restoration for flooded areas in San Antonio and Chicago during the month of February.
Expert Referrals and Interviews:
- NBC Dateline -- FME established an interview with the show's research producer on behalf of the IICRC. This has increased the media's awareness of the organization as an authority in the cleaning industry.
- National Underwriter -- Secured interview for Jeff Bishop
- Sanitary Maintenance -- Secured interview for Jeff Bishop
- Cleanlink - Ran story on IICRC as experts on online publication.
- Contracting Profits -- Secured an interview
- Woman's World -- Secured an interview -- Article is forthcoming.
- Sanitary Maintenance -- Secured an interview for Ruth Travis
- Associated Press - Secured "Water Damage/Mold" interview for IICRC Technical Advisor, Jeff Bishop. Some of the placements for the Texas AP story include:
- Valley Morning Star (Harlingen, TX)
- The Brownsville Herald (Brownsville, TX)
- The Monitor (McAllen, TX)
- Times Record News (Wichita Falls, TX)
- Midland Reporter (Midland, TX)
- Houston Chronicle (online) (Houston, TX)
- San Antonio Express News (online) (San Antonio, TX)
Consumer Survey Editorial Activity:
Identified core consumer publications and developed target list below:
- Family Circle
- Good Housekeeping
- First for Women
- Woman's World
- Ladies Home Journal
- Redbook
- Oprah Magazine
- Parenting
Acquired editorial calendars that were available, contacted editors
Developed story angles related to health, cleaning and beauty
Actively pursuing story placements
Online Partnership Formed with Jan San Industry
Distributed a total of three press releases to the online editor of the International Sanitary Supplies Association (ISSA). Two of the distributed releases will be placed in the website's Knowledge Center and one will be featured in the ISSA's upcoming newsletter.
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