Better Sleep Council to become ISPA arm
By David Perry -- Furniture Today, February 24, 2003
Alexandria, Va. — The Better Sleep Council, which educates consumers about a variety of bedding and sleep issues, is slated to merge with the International Sleep Products Assn., a move BSC supporters say will strengthen its position.
The BSC's Executive Committee has recommended to the BSC board that the council be merged with ISPA "to strengthen the communications impact, consistency and efficiency of the overall organization."
The BSC will become an arm of ISPA.
The move is consistent with ISPA's recently completed strategic plan, BSC supporters note.
"This is an opportunity for a new beginning as we integrate our resources from the manufacturing, supply and retail communities in strengthening our programs," said Gerry Borreggine, BSC chairman, a principal with AllMedia Design Group.
Current BSC President Tom McLean, an executive with Kingsdown, said, "We will have more advantages in the long term and the short term to bring the two organizations closer together. This will ensure closer communications between key sectors in the bedding industry."
In approving its strategic plan, ISPA's board affirmed its commitment to the 25-year-old consumer education mission carried forward by the BSC. The BSC program is fully funded for 2003. The consumer research and media relations activities overseen by the BSC will continue to be directed by that group.
Don Hofmann, a Simmons executive and BSC member, said the BSC was able to build its credibility with consumers by being a stand-alone entity. "Now, the BSC has built its credibility and it can bring that credibility to ISPA," Hofmann said.
He will be the BSC's representative on a new communication committee that will coordinate communications for both ISPA and the BSC.
Also playing a key role will be Fleishman-Hillard, ISPA's agency of record, which will develop and execute an integrated consumer education and outreach program.
Fleishman-Hillard will work with ISPA on new programs for the BSC and also will support ISPA's Sleep Products Safety Council.
"ISPA's partnership with Fleishman-Hillard enables us to creatively and strategically reach out to key consumer audiences, retailers and other stakeholders to spotlight the important role a quality mattress plays in quality of sleep, and the undeniable relationship between quality of sleep and quality of life," said Dick Doyle, ISPA's president.
