ABC-TV's Extreme Makeover: Home Edition in Michigan

Objective: To generate positive media coverage for American Heartland Homebuilder and Lombardo Homes, the local homebuilders for ABC-TV's Extreme Makeover: Home Edition build in Armada Twp., Mich. in August 2006.

Strategy: Establish and maintain relationships with local media by creating an information sharing system to ensure effective and continuous communication, and positioning ourselves to successfully anticipate media needs despite unfamiliar and unpredictable circumstances.

Challenges: Due to the unique nature of this project, several challenges arose:

• Confidentiality - many aspects of the project were considered confidential, yet the media still needed access and information.
• Changing circumstances - the house was built in record time, altering the pre-established schedule that had been given to the media. In addition, as the project progressed, confidentiality constraints were lifted or changed. Staying in constant communication with the media was imperitive to ensure coverage.
• Location - working outdoors in a rural area with limited access to the Internet and uncertain cell phone use generated communication barriers between Bianchi PR and the media.

Approach: Created a media web page specific to the project on the Bianchi PR web site to provide on-site access to key documents and information (e.g. photos, updates, contact info); maintained communication with media at all times to ensure coverage opportunities; distributed media advisories and news releases; administered media training, particularly in regards to confidentiality constraints; and provided on-site assistance throughout the five-day project, including interview coordination and media management, from a small tent at the build site.

Results:

• Prior to the airing of the show, Bianchi PR generated more than 110 news stories surrounding ABC-TV's Extreme Makeover: Home Edition build in Armada Twp., Mich. in at least 28 different local and regional newspapers, broadcast and online media outlets - 81 percent of which mentioned American Heartland Homebuilder and Lombardo Homes by name.

<< back