ainsworth
media planning and public relations
Ainsworth’s media planning has been challenging due
to the regional nature of its distribution. The three primary
products being promoted through print advertising are each
distributed in different geographical areas by state, with
some overlap. The objective was to advertise each product
only in the areas where it was available.
Our strategy in planning the media was to make effective
use of national trade publications where feasible, filling
in with regional publications in target states. This
was a fairly complicated media buy, with creative split runs
in some publications, and regional buys in others. Currently,
the strategy is evolving to incorporate brand advertising
alongside the product ads through the use of bound-in inserts,
again placed with strict regional criteria.
The public relations campaign has worked alongside the media
campaign to promote individual products both regionally and
nationally, with a view to growing the marketplace. Tactics
include distributing press releases, meeting face-to-face
with editors, pursuing editorial opportunities and pitching
feature story ideas to editors.
Results:
- Ainsworth has received several awards from magazines
for products based on number of inquiries from editorial.
- PCBC “Cool Products” winner
- Building Products Top 100 winner
- Qualified Remodeler “Remodelers’ Choice”
- Editorial placements have included feature stories with Ainsworth byline
Additional samples:
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