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Wednesday, June 20, 2012

Broadhead Awarded Emerald Ash Borer Public Awareness Campaign

Broadhead continues to expand its involvement with the U.S. Department of Agriculture (USDA) Animal and Plant Health Inspection Service (APHIS).  The Minneapolis-based advertising and marketing agency was recently awarded a contract to raise awareness of the invasive species known as the emerald ash borer (EAB).

The new-business announcement came just days before the nationwide kickoff of APHIS’ Emerald Ash Borer Awareness Week. Broadhead sprang into action, developing a social media campaign and a full satellite media tour. “We really had to kick things into high gear,” says Kiersten Schroeder, vice president and account director at Broadhead, “and the hard work paid off tenfold.”

The satellite media tour included radio interviews that aired on numerous stations across many of the states impacted by the EAB, and gave the effort’s “I Promise” campaign a renewed push on social media. The nationwide push, leading into the Memorial Day weekend, reached millions in targeted markets. “Our task was to increase engagement through multiple channels, creating a momentum that would last throughout the summer,” adds Schroeder.

Since becoming a federal government contractor in late 2008, Broadhead has worked with the General Services Administration (GSA), USDA APHIS, USDA Rural Development, and the U.S. Fish and Wildlife Service. The agency has worked with USDA to help raise awareness of devastating pests such as the gypsy moth, the Asian longhorned beetle, and the emerald ash borer.