Situation
The Tapco Group, a leading manufacturer of interior and exterior building products, desired increased brand presence for its eight brands, both among the trade and consumers. Tapco's products are used residentially everywhere from the basement to the roof, with many also suitable for commercial applications. The company, in highly competitive markets including siding, shutters and roofing, had witnessed the effects of public relations elevating the exposure of its competitors' brands.
Strategy
Walt Denny Inc. (WDI) met with The Tapco Group in order to develop a comprehensive public relations strategy to meet the company's strategic marketing goals and brand priorities. WDI's tactics included media relations, news releases, case histories, guest columns, trade show visits and press tours. We targeted media reaching Tapco's key customer groups: single- and multi-family home builders, remodelers, homeowners, architects and building material distributors. Messaging was created to engage editors and also meet the information needs of the editors' audience.
Results
The Tapco Group has gained major media exposure delivering enhanced brand acceptance and a position for Tapco as an industry thought leader. Coverage of Tapco regarding design trends and new products has increased awareness of its various brands. WDI's strategy has allowed Tapco to directly connect with homeowners through leading consumer media such as Better Homes & Gardens Remodel, This Old House, DIY Network's Blog Cabin series, and through the home sections of major newspapers such as The Chicago Tribune, Houston Chronicle and The Dallas Morning News. Pull-through marketing success has been achieved with increased sales leads and higher website organic search rankings. At the same time, trade loyalty is continuously cultivated through published case histories and high-quality brand coverage. By spreading the Tapco message, WDI media relations generate interest from top-tier trade media. Tapco-bylined columns have been featured in influential publications such as Green Building Products Dealer and Roofing Contractor, while Tapco products have been the focus of in-depth columns and articles in media like Builder, Masonry Construction and Professional Builder.
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