What do you do when you have a not-so-sexy product with a strong desire to get the word out? That’s what we faced when we were brought on to handle strategic communications for a company that makes Active Guard, a bed bug prevention product.
We listened. And then we listened some more, and the pearl that emerged was the story of the company owner and how he got into this business. We developed a pitch for the major metropolitan newspaper and identified the reporter we thought would bite. (Pun intended.)
A Sunday feature story on the company appeared in the Business section of the Philadelphia Inquirer, resulting in online discussion and increased awareness of a local company doing important work all across the country.
Worth noting: If we didn’t think the company had a story to tell, we would have told them. Check out our Core Values, one of which is “We do the right thing, because it’s the right thing to do.”
