Coverall Health-Based Cleaning System

Company: Coverall Health-Based Cleaning System, Boca Raton, FL
Company Description: Founded in 1985, Coverall Health-Based Cleaning System is a leading commercial cleaning franchising company with a worldwide network of more than 90 support centers and 9,000 Franchise Owners. The company’s Franchise Owners currently service nearly 50,000 customers in 90 metropolitan areas.
Nomination Category: Marketing Categories
Nomination Sub Category: Marketing Campaign of the Year - For a Service

Nomination Title: Coverall Health-Based Cleaning System

1. Tell the story about this nominated campaign since January 1 2009 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

When, in June 2009, the World Health Organization declared that the H1N1 virus had reached pandemic proportions, Coverall Health-Based Cleaning System responded with an integrated, multi-media marketing program to educate the public on the role that proper surface disinfection and hand hygiene play in reducing the spread of the potentially deadly H1N1 virus, as well as other illness-causing germs.

By July, Coverall had developed print and email-ready information sheets detailing our proprietary and scientifically proven ways to reduce the spread of H1N1, surface areas at high risk for contamination, and steps to take in the case of an outbreak in a facility.

These educational materials were supported by the redesign of our corporate website, www.coverall.com, that differentiated Coverall as a market leader in scientifically validated health-based cleaning methods for effective surface disinfection and hand hygiene. Coverall’s messaging focused on proper cleaning protocols that can reduce the spread of illness-causing pathogens in commercial facilities, as well as the documented correlation between workplace cleanliness and employee well-being, lower absenteeism and productivity for American businesses.

Coverall supplemented information about our proprietary Health-Based Cleaning System® program with “public service” information designed to bring awareness about H1N1 flu preparedness to the American public from a variety of respected sources. In September 2009, Coverall created and launched both a 30-second radio “public service announcement” and a one-minute TV announcement featuring Dr. Charles Gerba, University of Arizona microbiologist and leading authority on germ transmission, run on more than 60 radio stations and more than 15 TV affiliates respectively, across the U.S.

To accompany the release of the public service message, Coverall launched a bold ad campaign, as well as a Flu Preparedness Information Resource Center at www.flupreparedness.org. This website offers the public vital information from respected media sources, additional videos featuring Dr. Gerba discussing health-focused protocols, and links to the Centers for Disease Control and Prevention’s weekly H1N1 reports and video updates. Throughout the 2009 flu season, Flupreparedness.org ranked consistently with top government information sites by order of relevance as a leading resource for H1N1 information.

In late October, as businesses continued to take steps to protect the public against the H1N1 virus, Coverall announced a strategic alliance with Ecolab, Inc. to exclusively provide Ecolab’s comprehensive hand hygiene program to our franchisees. The combination of Coverall’s Health-Based Cleaning System protocol for disinfection, soil removal and the elimination of harmful pathogens and Ecolab’s system for hand hygiene offers businesses a complete hygienic barrier to improve the well-being of employees and staff, as well as to reduce costs and maintain productivity through reductions in employee sick time.

In response to the enormous health risks posed by the H1N1 threat and potential impact to American businesses, Coverall’s H1N1 Flu Campaign helped to educate the nearly 50,000 customers of our franchisees and the American public about the impact of proper cleaning and hand hygiene in the workplace. This campaign provided relevant information about scientifically validated methods and technologies that provide measurably cleaner, safer environments and aid in infection prevention.

Hyperlinks to Online News

A brief biography (up to 100 words) of the nominee or the leader of the nominated organization, department or team:

Bringing 23 years of experience with the company to the post of president and chief executive officer, Ted Elliott’s leadership has been credited as a major factor in Coverall’s successful growth record. Notable accomplishments include increasing Coverall’s growth over 100 percent from 4,419 franchises in 1998 to more than 9,000 franchises worldwide in 2007; increasing the customer base serviced by franchisees from 40,000 to 50,000 from 2005 to 2010; guiding the company through a successful rebranding to offer the Coverall Health-Based Cleaning System program; and leading the development of a specialty in healthcare facility cleaning.

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