Sound Solutions, Inc.
Strategic Communications: Ideas & Initiatives
630-896-2638
630-896-2638
Situation: David Bolger started Gladstone Homes in 1989, building a home on a single parcel of in-fill land. By the turn of the century the company was building complete communities throughout the west and southwest suburbs of Chicago and, in 2005, was on its way to building its 1,000th home. While recognized among its peers and competitors, prior to 2005 Gladstone Homes had no media relations effort and no editorial coverage. Despite its success, this established local builder simply was unknown to real estate reporters and New Homes sections editors. Bolger realized it was time to look beyond word-of-mouth referrals and launched a marketing program that included branding, special events, and print and radio advertising, along with public relations support from Sound Solutions, Inc.
Approach: The plan was to introduce Gladstone Homes to this all-important audience through a "steady drumbeat" of news and feature releases about openings of new communities, sales centers and models, unveilings of new floor plans, a celebration surrounding the sale of Gladstone's 1,000th home, and stories about Gladstone buyers and their homes and communities. All releases underscored the architectural detail, luxury, quality and value to be found at Gladstone Homes, themes that also were reflected in advertising for consistency, repetition and recall.
Results: This relative unknown quickly caught the attention of beat reporters and editors. Its first release generated a lead position and color photo in the Chicago Sun-Times just three weeks after the PR effort was launched, and Chicago Tribune "House Hunter" columnist, Sharon Stangeness, visited and reviewed Gladstone models.
In addition, relationships were established with key real estate editors and columnists. Gladstone Homes was invited to contribute to special editorial series, and included in the Chicago Sun-Times' Top Homebuilders list and Crain's Chicago Business' Top Privately Held Businesses list. Suburban newspapers and magazines covering Gladstone Homes include Daily Herald, Aurora Beacon News, Elgin Courier, Joliet Herald, Naperville Sun, Waukegan News-Sun, Kane County Chronicle and Fox Valley Magazine.
In the first year, each of the 17 releases that were developed was published by targeted local and regional newspapers, resulting in 37 media placements and nearly 25 million audience impressions.
In subsequent years, the momentum continues with an average of more than two published articles per month in local newspapers.
Most importantly, customers who visit the Gladstone Homes sales centers often do so with newspapers in hand, demonstrating the target audience is being reached and moved to action.
Approach: The plan was to introduce Gladstone Homes to this all-important audience through a "steady drumbeat" of news and feature releases about openings of new communities, sales centers and models, unveilings of new floor plans, a celebration surrounding the sale of Gladstone's 1,000th home, and stories about Gladstone buyers and their homes and communities. All releases underscored the architectural detail, luxury, quality and value to be found at Gladstone Homes, themes that also were reflected in advertising for consistency, repetition and recall.
Results: This relative unknown quickly caught the attention of beat reporters and editors. Its first release generated a lead position and color photo in the Chicago Sun-Times just three weeks after the PR effort was launched, and Chicago Tribune "House Hunter" columnist, Sharon Stangeness, visited and reviewed Gladstone models.
In addition, relationships were established with key real estate editors and columnists. Gladstone Homes was invited to contribute to special editorial series, and included in the Chicago Sun-Times' Top Homebuilders list and Crain's Chicago Business' Top Privately Held Businesses list. Suburban newspapers and magazines covering Gladstone Homes include Daily Herald, Aurora Beacon News, Elgin Courier, Joliet Herald, Naperville Sun, Waukegan News-Sun, Kane County Chronicle and Fox Valley Magazine.
In the first year, each of the 17 releases that were developed was published by targeted local and regional newspapers, resulting in 37 media placements and nearly 25 million audience impressions.
In subsequent years, the momentum continues with an average of more than two published articles per month in local newspapers.
Most importantly, customers who visit the Gladstone Homes sales centers often do so with newspapers in hand, demonstrating the target audience is being reached and moved to action.