Client: The Plan Collection, a pioneer of online home design plans, offers more than 20,000 affordable house plans developed by the nation’s most talented architects and designers. Through the use of pre-drawn yet customizable plans, both builders and those looking to build can develop their dream homes at a lower cost.
Ask: Through media coverage, The Plan Collection wanted to reach their target audiences – consumers, potential and existing homeowners, builders, designers and architects. The goals were to increase brand awareness, position the company as an industry leader and drive traffic to their website through direct links. Online press coverage supported their digital marketing efforts by generating traffic and links from popular, credible media websites back to www.theplancollection.com.
The Campaign: Due to the Fall timing, Paramount Public Relations recommended a media relations program that focused on the following year’s home design building trend forecast and predictions. Since the press typically covers stories towards the end of the year, the pr team wanted to get started on an industry predictions outreach program early to ensure the client would be included in these annual industry stories and reinforce their category leadership.
To leverage their spokesperson as an industry expert, the PR team secured quotes in several articles and coordinated guest blog posts.
Results: The successful campaign generated nearly 300 million online impressions and meaningful referral traffic to The Plan Collection. Highlights include media coverage in U.S. News & World Report, Realty Times, HFN, House Beautiful, Yahoo Finance, Builder and Developer, to name a few.
Update: Since the Industry Trend Prediction Campaign, we’ve secured additional media coverage for The Plan Collection, including Martha Stewart, The Spruce, US News and World Report, among others.
