Brand Positioning Audit + Media Relations + Public Relations Strategy + Media Support + Communication Efforts
Scott Turner is a proud Austinite and the owner of Riverside Homes—a modern urban home building company—and Turner Residential, a real estate brokerage company focused on central Austin.
When HGTV came to Austin scouting for its next HGTV home builder for the “Smart Home Giveaway,” Turner was perfectly positioned for the project due to his excellent design aesthetic and the beautiful property in Austin’s coveted Zilker Park Community that he’d already secured. Turner was selected as the architect and builder, tasked with creating a beautiful modern farmhouse showcasing his handiwork while staying true to Texas’ culture. While he was a natural in front of the camera, to make the investment worthwhile it needed to grow his business and boost sales in the Austin community.
It was clear he needed to have a PR team on the ground. Red Fan’s experience working with architects and a solid track record of putting Austin companies and influencers on the local, regional and national stage paired with expertise in branding made the agency a great fit for the company. As the spotlight turned to Turner with HGTV, Riverside Homes needed a brand positioning audit to create synergy between Turner Residential and Riverside Homes. The timeline was tight, but it was clear that a distinct Riverside Homes messaging and communication strategy was essential for the HGTV showcase.
By implementing a brand positioning audit, Red Fan reviewed Turner’s current website, interviewed internal and external stakeholders, examined how competitors were positioning themselves and evaluated the overall brand image. From the information, a plan was created to better differentiate Riverside Homes and Turner Residential. From the audit, Red Fan was able to best create content and lead generation for HGTV’s 2015 Smart Home Giveaway. The agency crafted all of the written content to be used on the new Riverside Homes website with an unbelievable brand experience for the national attention garnered from the HGTV promotion.
Specializing in modern custom homes with clean lines, superior craftsmanship and attention to detail, Riverside Homes has been building in central Austin neighborhoods like Zilker, Bouldin and Travis Heights since 2001.
Red Fan’s team partnered with HGTV’s Smart Home PR team, which relied on Red Fan to work as the boots-on-the-ground media relations professionals in Austin. Red Fan handled the various stages of the campaign, announcing Turner as the selected builder, showcasing progress and building demand for people to enter to win the home during construction, then providing full support for the HGTV media day. Red Fan secured press coverage in KVUE, TWC News, Influential Magazine, the Austin Business Journal, Austin Home, the Houston Chronicle, My San Antonio and many others. The press release and media outreach led to more than 10 million media impressions across local, regional and national media throughout the HGTV Smart Home project.
More importantly, it led to a dramatic increase in Turner’s brand awareness and aided in the sale of the smart home and the many other houses his company built.
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