Case-study -

Event publicity and community / media relations for national magazine and show house’s architect, interior designer, builder, and building product sponsors


Clients: Southern Living Idea House: Eldorado Stone, Kohler, Ballard Designs, Circa Lighting, Fusion Hardware, Ikea Kitchens, Phantom Screens, Tracery Interiors, Trex, Historical Concepts, Bynum Homes.

Objective: Fully conceptualized and executed public / media relations event to draw attention to and generate visibility for eight building product companies as well as the involved building / construction, interiors and architecture firms.

Results: Publicized the above-stated clients / companies by organizing, co-staffing, managing, and implementing a “Meet the Designers and Product Sponsors” event at this prestigious annual national show house event. A multi-tiered public relations and press release campaign - supported by auxiliary feature articles, blogger relations, digital content, collateral, and photos spreads - led to the magazine’s first-ever show house event to include a special “Meet and Greet” PR / marketing communications concentration in support of the participating building product and design / architecture companies.

Pre-event, on-site, and post-event interviews with the media were obtained by ECPR and scheduled / managed by the firm, which equated to published newspaper and magazine articles and features as well as radio-aired event promotions. The secured media coverage developed event attendance that exceeded expectation goals by double, and increased publicity and direct in-person / sales-related connections for the show house’s designers, builder, landscape architect, architect, and furniture / building product sponsors.

Eberly & Collard Public Relations concepted a related co-angle to publicize the event and promote Terry Pylant, partner with architecture firm Historical Concepts, by planning a book signing of the architecture firm’s book, Coming Home: The Southern Vernacular House (Rizzoli), which took place on the front porch of the show house, and in various rooms where attendees and media members were able to view the products used for the show house’s renovation and design as well as interface with representatives from each participating company.

Over the course of seven months leading up to the event, the PR event team publicized the event by linking and promoting the magazine’s webpage featuring a produced time-lapse video of the house being moved closer to the street, gutted, reconfigured, enlarged, redecorated, and installed with the building / design products from all sponsors and participants.

The event was so successful, a line wrapping around the house had to be formed for attendees to await their turns for entrance to collectively meet the design-build project team and building product sponsors in person. The event was used as the jumping board for further publicizing the show house’s season-long open dates for tours, extended / published product and design profiles, and interview quotes for the sponsoring manufactures, designers, builder, and architect. 



 
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