Janitor of the Year

Challenge

Cintas Corporation helps more than one million businesses of all types and sizes by providing a wide range of products and services that enhance customers’ image and keep facilities and employees clean, safe and looking their best. Cintas Facility Services sought an exciting way to increase its limited brand awareness in the education sector.

Strategy

Mulberry developed and executed the Janitor of the Year contest, which showcases heart-warming stories of hard-working school janitors who do much more than clean our nation’s schools. The winning janitor receives $5,000, and the school receives $5,000 in products and services. 

Mulberry and Cintas gather nominations from schools across the U.S. through PR, social media and direct communications. Cintas chooses the top 10 finalists and Mulberry promotes the finalists in each market.  The general public vote to determine who gets crowned America’s Janitor of the Year.   

To announce the winner, Mulberry coordinates a surprise media event at the winning custodian’s school, which includes event planning and local and national media coordination.

Results

Nominations

1,211

Finalist Votes

898,220

Media Placements

232

(national and regional print and broadcast media; trade media)

Coverage Impressions

145,034,635

Coverage Advertising Value

$627,819

In the Press