February 12, 2008: The phone rings.
ABC-TV asks builder Steve Anderson and his company to construct a house on the Emmy award-winning Extreme Makeover: Home Edition. Make that two houses…in 106 hours flat.

Steve knew it would take hundreds of skilled tradespeople and community volunteers working around the clock to get the job done. But who would handle publicity? Coordinate media requests?
Handle logistical elements? Build a dedicated website? Post a daily blog about the project?

A very stressed Steve Anderson called Aloysius Butler & Clark. Steve knew our reputation for being able to do virtually anything. He asked us to manage the media and public relations outreach, as well as establish a website for the project.

Extreme Makeover: Home Edition selected Middletown-based Anderson Homes to be the featured builder for the show’s first visit to Delaware. Anderson Homes embraced the challenge, asking AB&C to manage the media and public relations outreach, as well as establish a website for the project—all of which needed to be accomplished in less than two weeks’ time.

AB&C developed a strategy to raise awareness about Anderson Homes’ commitment to the project; the need for volunteers and donations; and to create excitement for the Emmy-winning show’s first visit to Delaware. The Public Relations team compiled a regional database of media contacts; drafted press releases, media advisories and fact sheets; maintained communication with the media at all times to ensure coverage opportunities; administered media training and strategic recommendations; and provided on-site assistance throughout the seven day project, including interview coordination and media management from a tent at the build site.

AB&C’s Digital team created a web site that provided daily photo galleries from the build site, complete with a press center where the media could log in to access daily press releases and photos. The web site also served as the central source of information for volunteers and donations, and was home to a daily blog.

Visit the site now to see the project. You can also view the complete Extreme Makover: Home Edition episode or the "behind the scenes" video (www.AndersonExtreme.com).

The results of this project were threefold: very successful media coverage, high traffic to the website and an amazing show of community support.

Prior to the airing of the show, media relations efforts proved to be immensely successful, generating nearly 100 media placements in print, television and radio across three states.  The public relations efforts also directly drove nearly 16,000 visitors from all 50 states to the web site generating almost a quarter million page views. Most visitors were in the regional area, visited the website more than once and spent over five and a half minutes on the site, the most popular sections being the photo galleries and the daily blog. Over 1,500 individuals signed up to volunteer and make donations. Thanks to this outpouring of community support, the seven-day build went smoothly and was a huge success.