- THE MAGAZINE
Just as many areas of the country start witnessing growth with the change to warmer weather, the IICRC is also seeing growth with the implementation of our new marketing and resource development programs. To complement our existing outreach efforts through Memorandums of Understanding (MOUs), the IICRC Board of Directors and Marketing-Communications Committee recently appointed several new marketing partners to oversee our marketing and public relations (PR) programs.
We selected Mulberry Marketing Communications, an international marketing and public relations firm with strong cleaning and restoration industry experience, as our agency of record. Mulberry will increase awareness for the Institute and develop new content and resources for our registrants and Certified Firms, including a new marketing toolkit for our Certified Firms. With offices in the U.S., London, Singapore and Melbourne, Australia, Mulberry is uniquely positioned to also assist with growing our international presence.
We have also recently contracted West Third Group as our communications consultancy. West Third Group will work closely with industry trade publications and trade associations to share IICRC content and promote the educational resources available through the Institute. As these materials are published, we will share them on our website and make them available through our social media channels, so please make sure to like us on Facebook and follow us on Twitter (@theIICRC) so you can stay up-to-date with the new resources.
Speaking of social media, if you haven’t looked us up on your favorite social media profiles recently, you might be missing out on an opportunity to participate in a contest, learn something new or have a laugh. Visibly Connected, our new social media agency, will assist with our online and social media outreach so we can spread the word about the Institute amongst all ages and demographics.
Recognizing that many people go online to find information, we have also hired SEO411 to help ensure that the IICRC appears in the results when they enter key search terms.
In addition to the outbound marketing programs, we are also working to improve IICRC resources with the development of a new technical journal, which we will launch in early 2014. The new journal will provide IICRC members with an ongoing resource of in-depth, technical articles focused on hard surface cleaning, soft surface cleaning, disaster restoration and inspection. A bi-monthly publication, the journal will be distributed to all IICRC Certified Firms, master cleaners, master restorers, inspectors, instructors and members of IICRCA affiliate associations and franchises in online and print versions.
As Leo Burnett, advertising extraordinaire, once said, “What helps people, helps business.” The goal of our marketing program is to help people experience all the great resources available through the Institute. We look forward to continued growth of our organization as these programs come to life. We also continue to refine and implement programs that meet our current needs and take advantage of these new technologies and media choices to get the word and communication out in an efficient and effective manner.