Williams Panel Brick

How we achieved a 10 to 1 return on our marketing dollars within 6 months after

acquisition after 5 straight years of losses

David Whittingham

CEO Williams Panel Brick

Fireside Hearth & Home

A Case Study

• Cuts through the clutter of industry counterparts

• Builds third-party credibility

• Generates a “must shop” level of buzz/enthusiasm

• Builds brand equity through value-added event publicity and media impressions

• Showcases Fireside initiatives and products for top of mind awareness

Why Media RelationsShould be Important to You

• 40-Year Old, Livonia, Mich.based company

• Country’s largest manufacturer and installer of thin brick systems

• Michigan’s largest installer of fireplaces and thin stone

• SE Michigan’s largest hearth retailer

• Without a retail store for five years

Who is William Panel Brick?

• News appearances (newspaper, radio, print or online) carry more credibility than ads

• News placements offer a greater reach than traditional direct mail or advertising outreach alone

• PR firms can prepackage specific messages and components for media ease of use

• Strong reporter/retailer relationships generate media coverage

Public Relations as a Means to Energize Traffic and Sales

• Establish Fireside as a “go to” source in the hearth and home industry sector for credible and timely information

• Enhance the Fireside brand name on local, regional and national levels

• Increase awareness of the Hearth and Home Technology products among variety of audiences

• Raise awareness among potential buyers

Reinforce HHT Goals

• Drive traffic to existing Canton showroom

• Successfully launch new Utica showroom

• Heighten awareness of Fireside and Williams Panel Brick brand awareness among

-Homeowners

-Architects

-Builders

-Designers

• Create a launching pad for future expansion/locations

Michigan Objectives

The Fireside retail venture has several stakeholders:

• Existing and potential customers• Referral sources, including architects, interior

designers and trade references• Builders• Apartment owners and property developers• Vendors, related suppliers and services• Managers and staffers• Print and broadcast reporters

Targeted Audiences

Fireside Hearth & Home Messaging/Promotion Media

Tie-Ins

Educate the media regarding current industry trends with respect to seasonal products

Inform the media about your sales promotion campaigns

Invite members of the media to experience promotional merchandise first-hand in the store

Media Relations Tool Kit

Basic Elements

BackgrounderFast factsBiographiesPress releasesPhoto Library

Media Relations Game Plan-Business Profiles

Generates visibility for company at local and regional levels

Offers opportunity for Fireside messaging (our values)

Creates human connection to business community

Media Relations Game Plan-Fireside is the Expert

Media Relations Game Plan-Prepackaged News Vignette

Media Relations Game Plan-Online Sources

Media Relations Game Plan-Design Publications

Media Relations Game Plan- Television

Broadcast Affiliates

-NBC

-ABC

-CBS

Cable

Events-Home Shows

Reaches buying-oriented audiences

Provides opportunity for mailing list expansion

Hands-on demonstrations drive traffic to your booth

Events-Photo Session

Holiday theme in-store photo event

Targeted homeowners without fireplaces or units in need of makeovers

Created opportunity for media coverage

Tied in to Hearth & Home marketing reminder of holiday installation deadlines

Events-Seminars

Brings traffic to store

Highlights products and services

Provides occasion for calendar listings and photo opportunities

Supports advertising initiatives

Collateral Support

Advertisements

-Print

-Radio

-TV

Direct Mail

-Postcards

Examine

• Past quality of work

• Industry sector experience

-Design

-Retail

• Client Service history

• Team members that will handle account

• Overall chemistry with agency

• Writing Quality

• References

How to Hire a PR Firm

Who ML&C is:• Full-service marketing and public relations firm

• Founded in 1987 by Frederick Marx and Michael Layne

• Today among Midwest’s top agencies with 45 professionals

• Represents clients on a local, national and international basis

• Counsels public corporations, mid-sized companies and small private enterprises

Marx Layne & Company + Fireside—A Public Relations Partnership

• Public Relations • Media Relations• Marketing• Crisis Communications• Investor Relations• Internal Communications• Special Events• Environmental Issues• Multimedia Design• Media Training• Advertising• Public Affairs

Scope of Services

Questions?