Company Informs New Audiences with Successful Campaign: A Feature News Release Case Study
Hartz is a leading manufacturer and marketer of pet care products in the United States and Canada. For over 90 years, Hartz has provided pet owners with the highest-quality products - innovative solutions developed with proven science and a love for companion animals. The company offers more than 1,200 products for dogs, cats, birds, small animals, reptiles and fish, each dedicated to the health and well-being of household pets.
There are 78 million dogs in this country. How can their "parents" get advice on how to house train them?
Hartz Mountain, in conjunction with Vorticom, collaborated with NAPS on the article “How To House-train Your Dog,” outlining helpful hints for pet owners on house-training dogs, as well as advice from veterinarians about the best ways to go about successfully managing house-training. Hartz Mountain used this story as part of an overall campaign to promote Hartz Home Protection Quilted Plus, the company's new innovative dog-training pad.
This feature got 1,080 known placements, including 153 in print. This appeared in all 50 states, with a readership of 79 million and on sites with 73 million unique visitors cumulatively. About 52% of placements were in the top 50 markets, 55% were in the most populous third of the states and 38% were in the wealthiest 25% of states. The article was viewed 1,119 times on our site.
Vorticom noted Hartz's satisfaction with the results of this effort, which resulted in increased awareness of the product among dog owners and the general public, as well as increased traffic to its website, www.quiltedplus.com.
NAPS provides an easy, cost-effective method of getting your story out to nearly every newspaper in the country and thousands of online publications. Instead of just covering the same top publications everyone else in America is trying to get into, you give your top story to practically all of America’s mass media outlets, in a format editors can easily use immediately. We cover America’s 10,000 newspapers with over 200 million in cumulative circulation, about 167 million of which are in the weekly community newspapers.
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