Bradshaw Home Strategy
Bradshaw Home (formerly Butler Home Products), a Hudson, Massachusetts-based leading manufacturer and distributor of cleaning products in North America, has worked with lotus823 since 2014. Over the course of this relationship, lotus823 has provided public relations services, with a goal of increasing brand engagement and market share in the cleaning space.
Public Relations Tactics
To drive attention to the Bradshaw Home brand as well as its products, lotus823 developed a comprehensive public relations strategy that encompassed media relations, paid initiatives, and trade show support. With a wide array of solutions to promote, lotus823 centered its outreach strategy around editorial and seasonal themes, such as pet care, household cleaning, and healthy living. Media targets included lifestyle, men’s and women’s interest, and trade outlets across print, digital, and broadcast platforms. To promote specific products to Bradshaw Home’s targeted audience during key times of the year, lotus823 vetted and coordinated high-caliber paid broadcast segments, including The Lifestyle List, Daytime TV, and Clean My Space, and worked with paid digital influencers.
Trade Show Strategy
lotus823 developed and executed strategic activities to maximize Bradshaw Home’s presence at numerous trade shows, including the International Home + Housewares Show, Natural Products Expo West, Global Pet Expo, Super Zoo, and more. For optimal success, lotus823 created marketing materials and conducted heavy media outreach to secure booth appointments.
About Bradshaw Home
Bradshaw Home manufactures and distributes cleaning product solutions, including mops and brooms, lint rollers, reusable and disposable gloves, and household sponges and scrubbers. These products are marketed under a combination of owned and licensed brands. Owned brands include evercare, Casabella, Clean Ones, goodcook, Workin’ Gloves, Love 2 Clean, and Butler. Licensed partners include Twist, the Clorox Company (Clorox & Liquid Plumbr), Stanley Black & Decker (BLACK + DECKER), and Procter & Gamble (Mr. Clean, Dawn, and Gain).
Results
Based on lotus823’s efforts, Bradshaw Home has received meaningful coverage in leading publications, including Good Housekeeping, Family Circle, The Huffington Post, AskMen, Bravo, Real Simple, Reader’s Digest, and more, with a reach of over 761,000,000 impressions. Each year, total coverage has increased incrementally, with a rapid growth of 1,313% between 2016 and 2017.
- 52% increase in Facebook followers and a 33% increase in Twitter followers
- Social media ads served at under $0.30 per click
- Facebook posts have seen upwards of 50 engagements per post, compared to its previous non-existent engagement
- Each month brought upwards of 12,000 impressions on Twitter