PR: MEDIA KIT & NAPS RELEASE Client: IDEXX Laboratories / Blue Ridge Pharmaceuticals Situation The print component of the ACAREXX™ media relations campaign focused on getting coverage in enthusiast and trade pubications. Additional efforts included trying to get the story into major daily newspapers. Solution The media kit included a personalized pitch letter, lead release, veterinarian testimonials, product benefits list, frequently asked questions, cat population map, owner testimonial and the FDA label insert. A photo CD with high-resolution photos of cats, kittens, ear mites, ear wounds and ACAREXX™ packaging was also included. All were packaged in a full-color pocket folder and mailed to editors covering animal health, animal pharmaceuticals and human health stories. Media kits were also mailed to broadcast producers along with the ACAREXX™ VNR. To reach smaller markets, a "Pet Health Alert" was distributed through North American Precis Syndicate (NAPS). ACAREXX™ (0.01% ivermectin) Otic Suspension was covered in each of the 12 leading enthusiast and trade publications. All ran at least one color photo from the photo CD. Total reach included 539,596 cat enthusiasts and 299,986 veterinarians. Responsibilities Research, strategic planning, writing, editing, creative direction, production, distribution, NAPS release, follow-up media calls and client service. Pocket folder front Personalized pitch letter Lead release (1 of 3) Lead release (2 of 3) Lead release (3 of 3) Veterinarian testimonials Product benefits list Frequently asked questions Cat population map Owner testimonial (1 of 2) Owner testimonial (2 of 2) FDA label insert CD photo CD photo CD photo NAPS pet health alert