This spring’s hottest accessory? Sanitizing. TriStar Building Services + bioPURE Music City engaged REED to build a comprehensive PR plan for its innovative building disinfection business, focusing on strong media relations, influencer relations, social media content and email marketing.
When your industry experiences an unexpected boom, an updated approach to communications can make all the difference and help you stand out from the crowd.
REED developed a communications plan for bioPURE Music City that covered all the major facets of PR and marketing—media relations, social media, influencer relations and email marketing. Together, the multi-pronged approach was designed to help bioPURE Music City saturate the market and capture a larger share of voice than its competitors.
Primary goals included developing brand positioning that set bioPURE Music City apart, educating potential customers about the benefits of electrostatic disinfection services and increasing awareness of the brand as a viable option for commercial and residential buildings.
The REED team started by developing an editorial calendar with angles spanning several months. These creative ideas functioned to keep bioPURE consistently in the news for three months, hitting multiple local outlets with varying reader demographics.
Throughout the project, REED simultaneously worked to secure media coverage and nurture ongoing relationships between media contacts and the bioPURE team, thus positioning bioPURE leadership as potential expert contributors for future stories.
Once the foundation was set for a successful media relations campaign, REED developed a list of target influencers and businesses for social media coverage. REED handled all outreach to and communications with the influencers and businesses, coordinated on-site services and helped capture content for posting.
Finally, REED set the foundation for a fruitful email marketing newsletter by developing a unique email template, recommended schedule and editorial calendar with evergreen and timely topics for upcoming communications.
REED’s partnership with bioPURE Music City resulted in media placements spanning local print, digital and broadcast outlets, including an op-ed in The Tennessean and a feature on News Channel 5. bioPURE was also featured on local Instagram accounts including that of The Cupcake Collection, which boasts more than 27,000 followers. Overall, REED secured nearly one million organic impressions for bioPURE in the span of just three months.