Situation
Des
Moines, Iowa-based Hubbell Realty Company (Hubbell) developed The Legacy,
a mixed-use, public-access golf course community featuring an 18-hole
championship golf course, new home sites and homes priced from $240,000,
and commercial development near Norwalk, Iowa. With prior success in
another local golf community
development, Hubbell
aimed to create enthusiasm
for the opening in summer 2002.
PR Action
H&A
generated awareness of the opening to further the Des Moines community’s
perception of Hubbell
as a vital corporate
citizen and successful developer known for promoting residential and
commercial growth in the region. The target audience was business owners
and executives in central Iowa, specifically affluent women who make
home-buying decisions. H&A’s PR program included an event for
business leaders and an open house for a furnished model home. Media
materials attracted media attention by publicizing the activities, The
Legacy's features and its anticipated positive impact on the region.
Results
Media
relations by H&A resulted in 14 media placements, with 425,000 media
impressions, in the first three months. News coverage included TV, radio
and print news, including a cover story in
The
Des Moines Register's Metro
Home section and a two-page feature story in
Iowa
Golf magazine.
The media value of nearly $50,000 yielded a return on investment of
10-to-1. News coverage resulted in more than 250 business owners and
executives attending the business event and touring the model home.
Realtors reported a substantial increase in consumer inquiry; new home
sales doubled in June and the months following.