2008 Regional Branding Initiative

Situation

The rise in severe weather patterns in recent years have made prospective home owners become acutely aware of potential flooding along the Gulf Coast. The result has been an enhanced interest in alternative methods of housing construction. For the Southern Forest Product Association a prime scenario was created where the Raised Floor Living program could excel and capture awareness and consideration as a viable option. The goal of promoting awareness and driving traffic to the site was established for the 2008 initiative.

Implementation

• Partnerships with top media outlets were formed to create a platform where dedicated content could be presented.
• Sponsorships and content in local news programming
• Capitalized on interactive properties including HGTV.com, HGTVPro.com, Burst Ad Network and Yahoo! to support the quest for awareness and deliver an ample level of frequency.

Results

• An increase of 23% in unique visitors from April 2008 to May 2008
• An increase of 49% in unique visitors
• An increase of 34% in unique visitors for the first 5 months of 2008 vs. the same period for the previous year