Birko

Birko partnered with TCA to increase its visibility and tell the story of its expertise in food safety.

The Challenge

Birko was founded in 1953 and has enjoyed a stable and growing reputation among its customers in the protein processing, food and beverage industries. Birko knew it had the opportunity to increase the interest and commitment of its stakeholders, including its customers and prospects, employees, sales professionals, the food safety, cleaning and sanitation industries, business partners, vendors and the media. Birko also wanted to grow its business.

PR Strategy

The Creative Alliance developed an integrated public relations and marketing program for Birko that involved several key strategies:

  • Create key messages to tell the story about Birko’s expertise in food safety, particularly the fight against foodborne illnesses.
  • Showcase The Birko Advantage, an integrated food safety solution combining chemistry, equipment and technology, through the development of an interactive video and a brochure.
  • Establish contact with key trade industry outlets, offering Birko executives as expert sources on food safety topics especially illnesses such as Listeria and E. coli.
  • Develop regular press releases on new products and services to build Birko’s reputation as an industry leader.
  • Re-write and re-brand the Birko website for streamlined navigation and clarity.
  • Nominate Birko for recognition as a successful third-generation manufacturing company in Colorado-based business magazines.

Results

Birko’s reputation has continued to build among its stakeholders, including key media outlets. Birko’s products were included in a CBS-Denver Ch. 4 broadcast on the source of the Colorado Listeria outbreak in cantaloupe, and the company was a finalist for Top Company of the Year, sponsored by ColoradoBiz magazine. Birko’s customers and prospects have responded positively to the updated website and are asking for more information about The Birko Advantage.