Client:Calgon Carbon
Service: Concept Introduction
Background
The Sentinel™ UV Disinfection System is an advanced water treatment technology developed by Calgon Carbon Corporation. Using ultraviolet (UV) light, Sentinel provides a cost-effective barrier against viruses, bacteria and parasites–including cryptosporidium and giardia. The Sentinel system installed at the West View Water Treatment Plant is the nation’s largest UV disinfection system for drinking water and the first of its kind for surface water treatment in Pennsylvania.
Strategy
A press conference and industry leaders' meeting was the setting for the start-up of the Sentinel system at West View Water Authority’s Neville Island Treatment Plant. Kröme designed a strategic public relations program, selling the event to the media as a community action news story. The story was focused on Sentinel’s impact on 200,000 residents and how it would provide safer drinking water for more than 30
communities.
Kröme drafted and mailed invitation letters to more than 150 community and industry
leaders. Additionally, Kröme designed Sentinel event promotional banners, media kits that included speaker bios, press releases, event orientation materials, and fact sheets about Sentinel for distribution at the event.
Results
Kröme’s press efforts attracted substantial television and print coverage. Additionally, radio interviews were conducted with top Calgon Carbon and West View Water Authority officials.
The success of the event was evident in the feedback received from civic and business leaders and visiting water treatment officials. In addition, Calgon Carbon Corporation was able to use the benefits of the event to attract new sales.