In April 2007, Riot PR was retained by ZeptoMetrix Corporation, a biotechnology firm, to develop an actionable public relations and positioning strategy to announce that ZeptoMetrix was awarded a 5 year, 4.9 million dollar contract from the Centers for Disease Control and Prevention (CDC), Department of Health and Human Services (DHHS) to create a large, secure collection of influenza viruses, including avian influenza (bird flu), that will be provided to approved companies to develop diagnostic tests to support pandemic influenza diagnostic development.
The challenge was to create awareness in the biotech trade publications, local and national biotech media as well as the general business audience about the substantial and complex level of work ZeptoMetrix was engaged by the CDC to accomplish. Under the terms of this contract, ZeptoMetrix will initially grow at least 150 different viruses, including many different strains of avian flu and store them in their secure state of the art BioStor™ Repository in Buffalo, New York. ZeptoMetrix scientists have also developed patent pending technologies to inactivate viruses so they can be safely handled in normal laboratories, another critical component to this contract. Riot PR created a press announcement campaign to communicate this important opportunity to the media on behalf of ZeptoMetrix, which supplies noninfectious micro-organisms to more than 4000 diagnostic researchers, testing facilities, and manufacturers worldwide.
Riot PR effectively increased brand awareness for ZeptoMetrix by implementing a targeted media relations program. Though this effort, the firm’s competitive distinctions were personified through its positioning as a top Level 3 laboratory with unrivaled new testing technology for the development and manufacture of infectious disease products, landing placements in Boston Business Journal, Mass High Tech, The Wall Street Journal’s Health Blog, FluRadar.com, Bio Century, The Buffalo News, Buffalo Business First, New Mexico Business Weekly, and MetroWest Daily News, reaching more than 2,371,615 media impressions.
After the articles appeared, ZeptoMetrix received numerous inquiries from potential new business partners around the country, as the story continued to be picked up in numerous markets across the U.S. Two weeks after the story ran, the ZeptoMetrix team attended a tradeshow, where they were flooded with visitors to their booth, who had read about ZeptoMetrix in the business journals, Wall Street Journal, and various industry media.