Case-study -

Outdoor living design-build service and product branding / public relations


Company: Harmony Outdoor Living, Inc.

Challenge: To develop awareness among landscape / builder trade professionals and create cognizance for home-owning consumers about the advantages of utilizing Harmony Outdoor Living’s modular outdoor hardscape products, and the beauty and livability they provide.

Strategy / Program Plan: A diverse and concentrated Business-to-Business and Business-to-Consumer media relations program that included a media kit of high-resolution photography coupled with various Associated Press-ready written materials about the company and its products’ unique selling propositions. The media kit was supplemented with creative article angles geared to meet the planning and source needs of editors covering landscape and outdoor room information for trade professional audience members. Simultaneously, the kit encompassed informative and engaging insights about outdoor rooms for media members with the goal of publishing home, garden and design content for mainstream consumers.

Results:After Eberly & Collard Public Relations submitted the media kit to a targeted group of trade and consumer media editors / publishers, the team contacting them by telephone to pitch (or persuade) them to write about Harmony Outdoor Living. One of the many key angles submitted and explained to the media entailed the ways in which the company’s products and design work create returns-on-investment for professionals in the trade and homeowners.

Since, over the years, Eberly & Collard Public Relations has earned the privilege of authoring articles for trade and consumer magazines throughout North America, the firm’s staff members researched and wrote some of the article narratives themselves. This is a common practice, one that yields premium media coverage on an ongoing basis for clients of the firm.

National / regional trade and consumer awareness was achieved through a variety of published articles on significant relational blogs, in trade magazines such as Landscape & Irrigation, and via consumer magazines and Web sites like the popular About.com, which garners over 12 millions site visitors per day.

Working with Harmony Outdoor Living has been a pleasure for Eberly & Collard Public Relations, as the company’s outdoor modular products and the designs they produce exist with high-level interest on the parts of media members. With the combination of superior outdoor living design and strategic media relations services, the results are rewarding.



 
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