GBAC STAR™ Facility Accreditation

Challenge

In the wake of the novel coronavirus pandemic, the Global Biorisk Advisory Council (GBAC), a Division of ISSA, saw an opportunity to fast track the launch of its 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.

Strategy

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 STAR™ 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.

Results

Duration

Distributed 22 GBAC press releases over the course of seven months to maintain a consistent presence in the media

Media Placements

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.

Coverage Impressions

Media coverage achieved an estimated 26 million views

The news stories received more than 66,000 shares on social media

Global Coverage

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.