Case Study: PR Campaign Promotes Freezer Units for COVID Vaccine Storage
PR Campaign Promotes Freezer Units for COVID Vaccine Storage
Polar Leasing, Polar King and Polar King Mobile
Challenge:
As the COVID-19 pandemic surged throughout the U.S., the Polar King companies—Polar Leasing, Polar King and Polar King Mobile—enlisted Stevens Strategic Communications (SSC), a division of Roop & Co., to deploy a PR campaign that promoted their refrigerated and freezer units as ideal for storing COVID-19 test samples and vaccines. The target audiences for this campaign were state health departments, pharmaceutical companies and healthcare facilities.
Solution:
SSC developed and executed a PR campaign that included a strategic mix of media relations and digital advertising, which featured key messages about Polar King equipment and services. The campaign targeted zip codes that were located in the most fertile states for Polar King sales. In addition, SSC coordinated the distribution of two news releases to industry trade publications and consumer media. An interactive press kit was made available, with background on Polar King, its refrigerated/freezer units, and an overview of Moderna and Pfizer vaccine applications.
Results:
As a result of this PR campaign, annual sales across all three Polar King companies exceeded 2020 projected sales by an impressive 30%. This growth encouraged the companies to expand their production and warehouse capabilities. In addition, brand awareness for Polar King increased from 49% to 71% among targeted audiences. Overall, the campaign produced 1.3 billion impressions over a 12-month period.