Case Study: Knotting Hill Interiors
The owner and founder of Knotting Hill Interiors wanted to increase her company’s marketing reach and sales from a local brand status to a far-wider target audience across her entire region and extending to a national level. She had heard of Eberly & Collard Public Relations’ publicity for interior designers through a range of trade contacts not only in the Southeast, but as she traveled to events from coast to coast.
She contacted the ECPR team, and we jumped in head first to research, conceptualize and implement a dedicated, full-scale public / media relations program plan integrated with other forms of customer- and client-development for her. From the get-go, we concentrated campaigns and marketing management to produce brand awareness, brand equity, and publicity for our client’s interior design business. But, we did not stop there. In addition, our firm worked side-by-side with our client and her staff to generate branding programs that benefitted her retail locations, a new design book, multiple furniture product lines, speaking events, panel opportunities, designer award entries. We even landed a monthly “Design Insights” column to publicize her design expertise.
How we got there:
Our team created advanced and evolving brand cognizance for the Knotting Hill Interiors’ business name, design / renovation services, retail stores, and the founder’s new, published design book. With a comprehensive strategy, the Eberly & Collard Public Relations team designed and managed a “cause and effect” plan of action that entailed foundational PR activities, digital and print marketing, and planned events, all of which led to subsequent public and media awareness regarding Knotting Hill Interiors’ services, accomplishments and capabilities.
The program stimulated new forms of marketing, promotion, public relations, advertising, and media relations for the principal designer and her design and retail staff, resulting with a purposeful and ongoing stream of published feature stories, articles, design project case-studies, blogs, and other Search Engine Optimized content about the company. Carefully planned content and association sponsorships as well as advertising campaigns were formed to engage hard-to-reach audiences of affluence for our client.
We paired all of this with a robust schedule of acquired and publicized speaking, panel and book-signing events to position our client and her business as a unified regional and national home and hospitality renovation expert.
Impressions
The Results:
Results achieved by our ECPR team included some of the country’s top show house participation acquisitions for Knotting Hill Interiors. A long-time objective for the founder was to participate in top designer show house events outside of her own, local area to grow her regional brand. Our team first secured, then marketed, her position as one of the coveted show house participants at three top-rated, nationally renowned show houses, including obtaining speaking and book signing events for her at each.
A multi-region, Designated Market Area-based book tour to launch the author’s new design book was developed and managed by Eberly & Collard Public Relations. Our results provided our client with opportunities for presentations of her portfolio and panel involvement to further position her as a regional and national expert at high-visibility venues and locations.
Ongoing monthly design columns featuring Knotting Hill Interiors written and published by the ECPR team; comprehensive photo shoot / styling consultation to build a media-worthy photography library; and overall enhanced publicity for the principal designer – prevalent with pre-determined sound bites and brand messaging points – became daily strategy on the part of our account staff.
We evoked a 85% increase in overall engagement for our client among her essential customer-types. 97% of the published content we wrote and attained, which was secured through strategic and organized campaigns, generated impressions of new forms.
986 photo entries; 5,557 “likes” and other incoming social interactions; 300,000+ words of branding and PR copy; and more than 41 million impressions were achieved by ECPR.
The innovative groundwork and collective marketing programs developed and managed by ECPR led to increasing name equity and brand cognizance for our client, in that, she became recognized by name at times when out in public settings and traveling.
