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C A S E STUDIE S

Full-service creative marketing

Homebuilding Building a new home is a lengthy and considered purchase. A homebuilder must influence the consumer at every phase of the purchase process. This means communicating attractive elevations, floor plans, lifestyle attributes, quality features, choices, value and more. Yet perhaps more important, building a new home is an emotional process. For many, it’s the realization of a lifelong dream —  to live in a home that is uniquely one’s own. We created a television campaign that captured this ideal and broke out of the typical builder look. It drove increased awareness, higher consideration, traffic and closings. The commercial was also named television campaign of the year in 2011 by the Texas Association of Homebuilders.

Tilson Homes

Extreme Makeover/Home Edition

See how an 80-year-old home builder in Texas repositioned their company and grew their business.

Find out how a builder did the right thing for a deserving family and also leveraged it into a business building opportunity.


C A S E S TU D I E S

Til s on H om es

Situation: Planet Central has worked with Tilson since 2002. We have a full-service relationship that includes strategy, research management, creative, digital, media and public relations. Tilson is a scatter lot builder that builds homes throughout most of Texas. Founded in 1932, Tilson had a reputation for building good quality, smaller and less expensive rural homes. In short, they were a step-up from mobile homes. The problem in 2001 was this market was saturated and Tilson’s sales had stalled. Challenge: Change the perception of Tilson from a smaller, track home builder to a company also capable of building more luxurious custom homes. Process:

Initially, we performed a brand audit of Tilson’s prior communications, reviewed the competitive landscape, conducted focus groups throughout Texas of both customers and rejectors, and provided an extensive data mining analysis to better understand customers and prospects. This process was distilled into three chief insights that drove strategy and creative: 1. Tilson had strong equity in being a “trusted builder”, one that would keep their word, be reliable, be fiscally responsible and follow through. 2. They were weak in the area of being “flexible”. They wouldn’t make changes that customers sought. 3. Their advertising and communication material was viewed as “downscale”.

Actions:

We developed a multi-media program that has evolved over the past nine years. Throughout all individual creative initiatives, our messages of trust and flexibility resonate. In addition, we upgraded photography and, as new and more upscale homes were built, we incorporated them into our materials – constantly improving the image of Tilson.


C A S E S TU D I E S

Til s on H om es

Television: We developed spots building on the attribute of “trust” and, later, spots indicating how “flexible” Tilson could be. We shifted a significant amount of media to television and away from newspaper. Awareness of Tilson skyrocketed.

news stories, advertorials and today, actual videos placed on YouTube.

Print: Direct mail was used to reach property owners who had yet to build on their land. Spring 2011

Easy Steps.

Window

411 Durham Houston, TX 77007

San Marcos

2396 I-35 North San Marcos, TX 78666 (888) 540-6701

Spring

Boerne

Spring

Bryan

The Falls in New Ulm 1-6

Georgetown

Weatherford

19700 I-45 North Spring, TX 77373 (877) 778-0900 Hrs: Thu.-Sat. 10-6, Sun. 901 N. Falls Drive New Ulm, TX 78950 (979) 992-3651

6211 East Highway 21 Bryan, TX 77808 (888) 578-2945

Window

Angleton

THERE’S THER E’S A A TILSO TILSONNLOCA TION LOCA TIONININYOUR YOUR NEIGHBO HBOR HOO NEIG D! OPEN RHO OD! OPEN77DAYS DAYSAAWEEK WEEK.

1128 South Velasco (Bus 288) Angleton, TX 77515 (888) 578-2943

Boerne

19700 I-45 North Spring, TX 77373 (877) 778-0900

The Falls in New Ulm

2396 I-35 North San Marcos, TX 78666 (888) 540-6701

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32300 I-10 West Boerne, TX 78006 (888) 578-2944

Extend 2’

32300 I-10 West Boerne, TX 78006 (888) 578-2944

and approve ans.

Bryan

1128 South Velasco (Bus Angleton, TX 77515 (888) 578-2943

extending it out

Hrs: Thu.-Sat. 10-6, Sun. 1-6 901 N. Falls Drive New Ulm, TX 78950 (979) 992-3651

Weatherford

925 I-20 West Weatherford, TX 76087 (888) 578-2949

San Marcos

Angleton

Center the Window after

6211 East Highway 21 Bryan, TX 77808 (888) 578-2945

Georgetown

2900 North I-35 Georgetown, TX 78626 (888) 578-2946

throughout Texas.

YOUR TION YOUR TIONININ LOCA TILSONNLOCA THER E’S AATILSO THERE’S DAYS A WEEK . OPEN77 DAYS A WEEK NEIGHBORH OOD!OPEN BORHOOD! NEIGH Add another porch on this side that opens from the family room Bump out 2’6”

2900 North I-35 Georgetown, TX 78626 (888) 578-2946

925 I-20 West Weatherford, TX 76087 (888) 578-2949

Houston

5525 North Freeway Houston, TX 77076 (888) 578-2942

Window

Bump out 2’6”

the home you want.

Katy

26280 Katy Freeway Katy, TX 77494 (866) 663-5439

There’s no place like home. Especially yours.

2801 Central Expressway Melissa, TX 75454 (888) 578-2947

Midlothian

COMING SOON

205 Hidden Meadow Circle Midlothian, TX 76065 (214) 799-9821

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COMING SOON

26280 Katy Freeway Katy, TX 77494 (866) 663-5439

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Midlothian

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205 Hidden Meadow Circle Midlothian, TX 76065 (214) 799-9821

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Radio: We used a testimonial approach from Tilson’s very satisfied customers creating There’s no place like home. Especially yours.


C A S E S TU D I E S

Til s on H om es Digital: Our digital effort has grown tremendously over the past nine years. We completely revamped the Tilson website to show more home plans and options, began a prospect email program, developed a social media program on Facebook, Twitter and YouTube and implemented a highly successful Google SEM program. The SEM program included a competitive search word buy (see below).

david weekly homes - Google Search

08/08/2006 02:55 PM

Sign in Web

Images

Groups

News

Froogle

Maps

david weekly homes

Web

more » Advanced Search Preferences

Search

Results 1 - 10 of about 18,600,000 for david weekly homes. (0.10 seconds)

David Weekley Homes Official Home Page: David Weekley builds ... David Weekley Homes builds new homes on our lot or your lot. For quality, choice and innovative design, visit David Weekly Homes weekly. www.davidweekley.com/ - 20k - Cached - Similar pages Plan Search - http://www.davidweekleyhomes.com/search.asp builder of new homes in Houston http://www.davidweekleyhomes.com/Housto... Dallas and Ft. Worth - http://www.davidweekleyhomes.com/DallasMap.asp Find a Neighborhood - http://www.davidweekleyhomes.com/commsearch.asp More results from www.davidweekley.com »

Sponsored Links

Tilson Home Corporation If you’re building in Texas, you owe it to yourself to check Tilson! www.tilsonhome.com Texas

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Results:

By 2007, Tilson’s sales had doubled. Like all builders, the recession impaired Tilson’s sales;

David Weekley Homes - Community

Thank you for your interest in the David Weekleyof Homes! to group. the wide popularity of this is back on track and however, not to degree their Due peer Today, Tilson community, we are sold out. However, we are currently building in ... www.dwhomes.com/Community.asp?Community=20450000 - Cached - Similar again. The average size and price of the- 18k homes they buildpages today is substantially

growing higher

David Weekly recognizes Suncoast. - Suncoast Post Tension than inHomes years past.

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Page 1 of 2


C A S E S TU D I E S

Til s on H om es

Tilson as shown in 2001

Over the years, we upgraded Tilson images from a tract builder to a custom builder – the average sale is up 30%.

Tilson as shown in 2011


C A S E S TU D I E S

Til s on hom es

Third party testimonials in media and YouTube build Tilson’s credibility.

“If we had to do it all over again, there’s no doubt about it – we’d go with Tilson.” Scott and Velma Benson­­ Needville, TX


C A S E S TU D I E S

Til s on hom es

Data mining analysis showed Tilson’s best prospects loved the outdoors – especially fishing. We tied in with the Texas Coastal Conservation Association in a big way.

Built on your lot. Not on his.

Tilson has been the Built On Your Lot builder in Texas for over 75 years. During that time, we’ve built a reputation of trust for constructing quality homes and for protecting our state’s valuable natural resources. That’s why, this year, we’re supporting the Coastal Conservation Association of Texas. Family Owned Since 1932

Gulf Coast - Angleton, Houston, Spring, Bryan Central Texas Boerne, San Marcos, Georgetown North Texas - McKinney, Weatherford

We used every vehicle as a marketing asset, including Tilson’s fleet of pickups.


C A S E S TU D I E S

E x tr e m e Mak e ov e r H om e E dition

Situation: On November 5, 2009, a gunman fired more than 100 rounds at soldiers and civilians at Fort Hood. In the aftermath, 13 people were left dead, and 32 others were wounded. Among those caught in the crossfire was Patrick Zeigler, a soldier who had only returned

Our partners: Texas Association of Builders, Temple-Inland, and Operation Finally Home

from Iraq 2 weeks prior. On that ill-fated day, Zeigler was hit 4 times with a near fatal gunshot to the head. After hearing of his tragedy, fiancĂŠe Jessica Hansen put her college degree on hold in order to be by his side and aid in his recovery. Patrick spent over 10 months in the hospital fighting for his life and eventually was able to walk for short periods with a cane. A year later, Staff Sergeant Zeigler and his fiancĂŠe were selected by Extreme Makeover: Home Edition (EMHE) to receive a newly built home near Waco, TX. Our client, Tilson Homes chose to build a beautiful home for the Zeiglers. They were supported as well by the Texas Association of Homebuilders and Temple-Inland. In addition, Operation Finally Home, a nonprofit devoted to helping wounded vets, joined the effort. The gist of the show is that the builder has one week to build a home from scratch to finish. The family is sent on vacation during the build and returns to an unveiling of their new home. Staff Sergeant, Patrick Zeigler and fiancee, Jessica Hansen

Challenge: We had to create, produce and implement a comprehensive community outreach plan to garner professional skilled volunteers, community volunteers, meals for volunteers, materials and financial donations for the build. From scratch. Without telling anyone who the home was for. Or even where the home was being built. And with only seven (7) weeks from start to finish, with Thanksgiving in between.


C A S E S TU D I E S

E x tr e m e Mak e ov e r H om e E dition

Actions:

We hit the ground running. We worked with the show’s producers to identify successful efforts in the past as well as our client’s partners to gain input on a direction that would appeal to everyone. We developed and led communication flow for all the partners involved (EM:HE, Tilson Homes, TAB, Temple-Inland, and Operation Finally Home) in the effort. Throughout, we were the central point of contact and helped ensure a smooth working relationship. Within seven weeks, we accomplished the following:

Branding: Planet Central developed a campaign theme, “The Heart of Texas Build”, in order to unify and brand this event. Website: Five weeks prior to the build, Planet Central launched a website. The website was instrumental in the project as it was the location for volunteer registration, donation submissions, sponsorship information and media releases. During the build week, the site was also used for directions to the build site and for press relations. Volunteers: The Heart of Texas build was one of the most successful EMHE projects to date for volunteer recruitment. All 3,000 needed volunteers were registered and scheduled prior to the beginning of the build.

We designed and built the “Heart of Texas Build” website in two weeks – an essential tool in recuiting over 3,000 volunteers from local communities.


C A S E S TU D I E S

E x tr e m e Mak e ov e r H om e E dition

PR: Planet Central handled all public relations activities for the duration of the project, issuing the press releases and communications with local television and radio stations as well as area newspapers and magazines. We were successful in securing a 30-minute behind-thescenes special for the build that aired on the local ABC affiliate the week the episode aired.

KVUE News

Eddie Martin President,Tilson Homes

Extreme Makeover: Home Edition on ABC

Social Media: Social media played a large part in the Heart of Texas Build’s marketing efforts. Facebook and Twitter profiles were established for the project and were updated throughout the project. S ponsor Materials: Planet Central developed the sponsorship levels for the build and was responsible for coordinating the production of all sponsor materials (banners, website exposure, etc.). After the build, we developed a video highlighting each sponsor. On-Site PR: Planet Central stayed on-site at the build during the week of construction and handled all media interactions, securing equal interview opportunities for all three of the title sponsors of the build.

Four people from Planet Central lived in trailers, on the build site, for eight days handling all media-relations and more.


C A S E S TU D I E S

E x tr e m e Mak e ov e r H om e E dition

On-site materials: We were responsible for the production of all on-site materials for the build, including signage, banners, t-shirts and VIP materials. Apparel: Planet Central was responsible for the design and production of the apparel worn by all build team members. The cowboy hard hats selected as part of the uniform became fast favorites among the team. Results: Over 3,000 dedicated people volunteered during the week of December 6, 2010. More than 75 companies donated time, money and materials to the construction of the home. Local news media covered the build in person, every day. We even received national coverage via CNN. And, on the day of the reveal, Jessica and Patrick were married.


C A S E S TU D I E S

E x tr e m e Mak e ov e r H om e E dition We launched the initiative locally with a pep rally to engage the media early on.

PEP RALLY SUNDAYS 8/7C8/7C ON ABC SUNDAYS ON ABC


C A S E S TU D I E S

E x tr e m e Mak e ov e r H om e E dition

Planet Central gained coverage from local media virtually every day of the build. We even helped secure national exposure on CNN.

You’re invited to an exclusive “Behind the Scenes” look at the building of this hero’s home. We’ll lead an informative presentation on this touching story, details of the home and what it took to pull it off in just 7 days. We will also discuss the typical custom home process and what you can expect when building on your own property. If you’re interested in building your own home in the future or are just a fan of the show, you won’t want to miss this exclusive event. Photo by Zach Lambert Photography

SSG Patrick Zeigler was among those wounded in the November 2009 shooting at Fort Hood and Tilson Homes was honored to build a home for this deserving hero and his new bride, Jessica. Their touching story was told on the February 20th episode of the show.

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Since 1932, Tilson Homes has been the built on your lot custom builder more Texans trust with their dream home. This past December, ABC’s Extreme Makeover: Home Edition trusted us with a very special project.



Y OU ’r

County Terrace Apartments 130 E. Main Street, Centerville, TX 75833

.

RSVP to 800-275-8576 or bryansales@tilsonhome.com to reserve your spot today. Seating is limited.

You’re invited to a seminar that’s sure to move you.

After the build, we extended our client’s presence through billboards, show airing events, emails, seminars and more.


Planet Central Case Study For Regional Home Builder