Case-study -

Integrated marketing to reach, influence and engage specifiers


Client: Highwood USA  

Product: Synthetic Wood Material specified for decking, fencing, spa casing, furniture, benches, etc. 

Objective: Managing and facilitating a variety of public / media relations and advertising strategies and campaigns to grow brand cognizance about and for the company’s building material product among trade and specifier professionals applicable to the product category and among national consumers, at large.

Results: Eberly & Collard Public Relations promoted Highwood USA as a brand to be specified by a diverse scope of customers to include landscape architects, outdoor room designers, remodelers, builders, general contractors, outdoor furniture dealers / retailers, and consumers.

Putting an annual print and digital program to work helped reach all layers of the professional trade, with ads being designed, placed and cross-promoted via public relations and tradeshow events, social media, collateral, and newsletters.

The ECPR team publicized Highwood USA’s array of product applications for specifiers, and even departments of transportation for roadside fencing projects, by way of monthly / ongoing public / media relations management and consultation relational to the trade.

The PR staff at the firm developed and maintained accurate trade magazine / website media lists and editor / publisher / reporter contacts spanning all applicable trade industry publication categories and applicable consumer, shelter, women’s interest, men’s interest, general interest, building / design, and other magazines / publications as well as blogs and channels of social media.

Utilizing a created electronic media kit to include company, corporate and product information / materials in Associated Press style and formats, ECPR worked at submitting and communicating said AP-style electronic media kit content to members of all applicable media on an ongoing basis – i.e., applicable retailer / dealer trade publications, landscape contractor / specifier / designer trade publications, and contractor / builder trade publications, homeowner magazines, newspapers, kitchen and bath publications, etc. Executed press release campaigns each regarding specific corporate or product / product line news, spawned new forms of brand interest for Highwood.

Trade magazine / website placements in trade publications were secured through strategic and organized campaigns. Implemented consumer-oriented syndicated article campaigns to include feature stories and press releases about Highwood USA and its select products to publish in approximately 100 online publications, newspapers, business journals, etc. spanning the US that consumers and the general / mainstream public reads.

Provisioned service support for Highwood USA's Facebook page included new strategic / creative content management and interactions. Attained scheduled media / reporter interviews at / for key trade shows and design markets- providing media training for company executives, press kits for each show / event, etc. The company experienced the inauguration of new marketplaces, increased search engine optimization for its website, and 11% sales growth as a combined direct-and-indirect result of ECPR’s public / media relations and social media management. 



 
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