In late July 2010, the National Pest Management Association (NPMA), with the help of Vault Communications, released the results of the first international and most comprehensive bed bug survey. Coupled with the unexpected closures of flagship retail stores in New York City due to bed bug infestations, these new findings set the stage for a blitz of national media outlets (and hundreds of local affiliates and newspapers) that generated major interest and chatter about professional pest management. The media blitz resulted in:
• $43 million in advertising value.
• Nearly 300 million impressions.
• Hundreds of PR placements on broadcast, print and online outlets.
• Thousands of web visitors to the association's website, where the most popular content page is "Find a Local Professional" - directly driving business into members' hands.
Throughout the blitz, NPMA became a recurring guest on the number one morning program in the nation, NBC’s “TODAY,” with three appearances on the topic. Those appearances also led to additional opportunities within the NBC news organization: “NBC Nightly News with Brian Williams,” “Weekend TODAY,” MSNBC, CNBC’s “Street Signs with Erin Burnett,” and MSNBC.com. Additionally, NPMA was called to appear on “Dr. Oz,” CBS’s “The Early Show,” and CNN’s “The Situation Room,” among others.
NPMA’s bed bug study results were also a major driver of print and online coverage, including a front page story in the “Money” section of USA Today as well as a full-page story in the Wall Street Journal and PEOPLE magazine and additional coverage in Woman’s World, WebMD, AOL Small Business, SmartMoney.com, SELF Magazine Online, Parenting Online and other major publications and Internet resources.
While the bed bug media frenzy has certainly been a large portion of Vault’s media relations work on behalf of NPMA in 2010, it is only part of the comprehensive campaign performed for NPMA on an annual basis. Through various channels, Vault Communications has succeeded in positioning NPMA is the go-to pest resource for the national media.