Background – Founded in 2000, The Atlantic Remodeling Corporation (TARC) is a Maryland-based residential remodeling firm specializing in energy efficient windows, siding and roofing solutions. The mission of TARC is to deliver a professional remodeling experience from start to finish that exceeds client expectation. TARC’s business dilemma is they wanted to grow their revenue, create marketplace awareness, heighten positive news presence and advance their partnership with a local nonprofit, but were challenged with how to do this successfully. TARC engaged the Fallston Group to spearhead its marketing communications strategy to support the mission, vision, goals and objectives of the organization.
Strategy & Results – Upon engagement, the Fallston Group immediately researched and assessed the industry environment. Our team developed a traditional and digital media strategy along with other strategic communications elements which drove positive results. The Fallston Group also coordinated distribution of TARC’s social media channels in conjunction with the creation of stories and media placement activity. The multi-point plan drove action and results.
As a matter of routine practice, the Fallston Group personally contacted editors, producers and reporters of media outlets, all in a successful effort to raise TARC’s digital profile and accomplish its overall media goals. Media placement highlights included a series of live shots on affiliated television stations in TARC’s core market in addition to international placements in Yahoo! News and various industry publications, in addition to the major dailies. Due to an increase in the company’s awareness strategies which drove results, Bert Lebhar, President and CEO of TARC, was named a finalist for the 2013 Ernst & Young Entrepreneur of the Year Award in the Maryland Region – a very prestigious honor.
Issues of crisis management were also dealt with effectively. In one case, a negative story failed to go to print due to the Fallston Group’s efforts to proactively balance perspective. If this story would have advanced without challenge, it would certainly have tarnished TARC’s brand and community reputation. The fact is, the story was baseless and an over-assertive reporter was managed effectively.
As a result of the Fallston Group’s proactive messaging efforts, TARC received 83 digital and print media placements resulting in more than 4,336,788 unique page views during its most recent term. The total monetary value of the media placements exceeded one quarter of a million dollars – $278,047 as tallied by an independent organization. After one year of positive news interaction, the PR efforts were gaining much more traction in 2013 and the year-over-year results are projected to be even higher than 2012. In essence, TARC’s profile was advancing rapidly due to the strong foundation that was established in 2012.
In addition to assertive marketing communications initiatives, the Fallston Group provided routine leadership coaching, strategic partner negotiation services, event planning and other efforts that were directed toward supporting the business operations of TARC. The Fallston Group also acted as a business referral service, referring many leads to TARC to advance their business interests. TARC thought so much of its partnership with the Fallston Group, Bert Lebhar has been quoted on our website with the Testimonial page.
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