News + Insights
A statement on social injustice. Click to read more.

How ICF Next and Serta Simmons Bedding brought comfort to those affected by COVID-19

Jul 9, 2020
2 MIN. READ
A partnership with Relief Bed International makes it easier for thousands to get a bed at their local medical facility.

COVID-19 has caused all kinds of unexpected challenges. And unexpected heroes—including corporate heroes like Serta Simmons Bedding (SSB).

The largest bedding producer in the U.S. recently hired ICF Next to assist with its PR and corporate communications for both SSB and its four mattress brands. But then, as we were just getting to know one other, a pandemic struck. And our new client’s needs—and wants—shifted. Hospital intake numbers rose at an alarming rate, and government leaders warned of supply shortages. California alone warned it would need an additional 50,000 hospital beds for the outbreak, and New York City projected a need to triple the number of hospital beds in two months. “At times like these, we all have to ask ourselves what we can do to help,” said SSB CEO David Swift.

So our team, led by ICF Next partner Rebekah Gustin, orchestrated a partnership with Relief Bed International. And donated 10,000 mattresses to New York City hospitals and medical facilities fighting COVID-19. Which caused a surge of action, in both the need for beds and the number of people pitching in.

The second wave for better sleep

This inspired SSB to go even bigger, expanding its production capacity to meet the growing needs. Our team upped their game as well. And led SSB through the launch of a new program. We introduced “Stay Home, Send Beds,” which allows monetary donations for beds from anyone. The good will, however, didn’t stop there. Not only did SSB make beds quickly and at cost, it committed to donating an additional bed for every 25 donated.

ICF’s global marketing services agency focuses on helping your organization find opportunity in disruption.
Go to ICF Next
Every bed donated helps one more person get the medical attention they need, as hospitals continue the fight against COVID-19.

Meanwhile, our ICF Next team proved themselves a trusted partner—providing internal and external communication and public affairs support, ongoing counsel, and thought leadership.

And thanks to our mighty team’s round-the-clock efforts, we’ve earned SSB hundreds of millions of media impressions in outlets like FOX Business, Forbes, and NBC’s Early Today show.

Despite having no paid media at the time—and as a direct result of our efforts—Serta saw a double-digit boost in positive attention while its competitors experienced a decline.

Our client praised our ICF Next team for their partnership, agility, and strategic thinking. The real thanks, though, goes to everyone at Serta Simmons Bedding—and across the country—who contributed to this meaningful effort.

The latest marketing trends, uncovered.

Subscribe to get insights, commentary, and news sent straight to your inbox.

File Under
  • COVID-19
  • Culture
  • Engagement