Citrus Pest & Disease Prevention Program Statewide Awareness Campaign
The Challenge
NST spearheaded an outreach campaign focused on a small but dangerous pest called the Asian citrus psyllid, which spreads a deadliest citrus disease in the world called Huanglongbing (HLB). With disease detections escalating at exponential rates in recent years, the state’s $3.4 billion citrus industry is at risk. NST’s goal was to encourage the public to take the necessary steps to save California’s iconic citrus.
The Tactics
NST utilizes a variety of unique strategies and tactics to manage homeowner, industry and elected official communications, including:
- Dedicated websites for industry members and homeowners
- Public service announcements and audio news releases
- Billboards, movie theater and radio ads
- Utility bills and doorhangers
- Collateral creation and distribution
- Elected official collaboration and education
- Hyperlocal event participation
- Social media outreach
- Heavy media relations
- Trade show attendance
The Results
- From October 2017 to June 2019, CPDPP’s outreach and education campaign secured an estimated 171 million total impressions
- The industry website, CitrusInsider.org was rehauled to become modern and mobile-friendly
- 492 media stories garnered 59.7 million estimated impressions
- Advertisements were designed in-house, and paid digital, print, radio and movie theater advertising totaled 34 million impressions
- A PSA was broadcasted more than 2,200 times, earning more than 79 million impressions and 30-second radio ad campaigns aired 1,091 spots
- Attended eight community events in cities impacted by HLB or near HLB detections
- Refreshed and reinvigorated CPDPP branding on all collateral materials and distributed 87,152 pieces of literature
- Designed and distributed 46,500 doorhangers and utility bills in areas with high HLB detections
- Attended industry trade shows and educated citrus growers, packers, pest control advisers and other industry members about HLB
- Held seminars and meetings for members of the citrus industry to discuss HLB activities