Let the world know that Infoshred, a document storage and destruction business, had rebuilt its 50,000 square-foot document storage facility after the 2011 roof collapse and tell the story of how this family business weathered the storm and was stronger than ever.
We decided to make the announcement in two waves. The first corresponded with the actual anniversary of the collapse for a strong and timely news angle. The news release focused on the fact that Infoshred had followed its disaster recovery plan perfectly and maintained open, honest and frequent communications with its clients throughout the duration of the catastrophe. It also highlighted their efforts to maintain the security of the documents in the interim and emphasized the new facility’s state-of-the-art build that exceeds code requirements.
The owners and employees did not act alone during the crisis and were very grateful for the support of the Town of East Windsor and wanted to express their appreciation. Co-Communications met with the Town First Selectwoman who told us that their beloved pear tree in front of Town Hall was uprooted in the very same storm. As a sign of gratitude, Infoshred was happy to commemorate its new building with the donation of a new pear tree to the town, which made for a nice community angle.
For the second wave of publicity, Co-Communications organized a ribbon cutting and tours of the new facility in the summer. Offering a new angle to get media attention a second time was an important part of the strategy. Therefore, to commemorate the new building, Co-Communications secured the following dignitaries to attend, speak and offer proclamations: Department of Economic and Community Development Commissioner Catherine Smith, State Representative Christopher Davis, East Windsor First Selectwoman Denise Menard, and South Windsor Mayor Tom Delnicki.
Co-Communications was able to secure television news packages on the anniversary of the collapse with the local ABC, NBC and CBS stations. This also included two ABC live shots filmed from the new storage facility. Stories were published in the Hartford Business Journal, the Reminder News, Storage & Destruction Business, Hartford Courant MyTowns and East Windsor Patch. It was also published on various other online news sites which produced 77,416 impressions, 935 reads and 71 interactions.
For the ribbon cutting, Co-Communications was again able to secure television news packages on the anniversary of the collapse with the local ABC, NBC and CBS stations. Stories were published in the Hartford Business Journal, the Reminder News, Storage & Destruction Business, Hartford Courant MyTowns, East Windsor Patch and various other online news sites.
The campaigns garnered an overwhelming amount of positive and heartwarming media coverage and generated immeasurable amounts of good will.
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