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 and its profile among K-12 and college and university decision makers.

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 the nation’s schools. The winning janitor receives $5,000, and the school receives $5,000 in products and services. 

Mulberry and Cintas gather nominations through PR, social media and direct communications. Additionally, Mulberry drafted both staff and partner letters for Cintas employee partners to distribute throughout its customer network to garner nominations. Cintas chooses the top 10 finalists and Mulberry distributes another press release to each market and coordinates media interviews with the local press. The vote is opened to the public who will then crown a winner. 

Once Cintas and Mulberry announce the winner, Mulberry coordinates a large-scale surprise event at the winning custodian’s school, which includes ordering large checks and banners for the check presentation and ensuring a videographer is there to capture footage of the celebration. Mulberry is on-site to ensure that all media in attendance are briefed and have the necessary information for their coverage. 

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