Anderson Home
Situation
Anderson Homes, the featured builder for ABC TV’s Extreme Makeover: Home Edition’s first visit to Delaware, asked AB&C to manage the media and public relations outreach, as well as establish a website for the project — in less than two weeks.
Strategy
We developed a PR strategy to raise awareness of Anderson Homes’ commitment to the project and the need for volunteers and donations, and to create excitement for the show’s visit.
Execution
We compiled a database of media contacts, drafted press releases, media advisories and fact sheets, and provided on-site assistance, including interview coordination and media management. We created a website where the media could access press releases and photos, and where volunteers and donors could find information as well as a daily blog.
Results
We generated nearly 100 placements in print, television and radio across three states and drove nearly 16,000 visitors from all 50 states to the website — almost a quarter-million page views. More than 1,500 people signed up to volunteer and make donations, and the build was a huge success.