SITUATION:

As residents from along the Gulf Coast -from Houston to Pensacola, Fla. - build new homes constructed to withstand future hurricanes and new government regulations, the Southern Pine Council partnered with The Ehrhardt Group to launch the "Build to a Higher Standard" campaign to educate home buyers about the benefits of living in a raised, wood-framed home.

STRATEGIES:

The Ehrhardt Group initiated a regional public awareness effort in 2005 featuring former Louisiana State University and NFL All-Pro Bert Jones. Bert participated in a series of television ads and media interviews to promote the benefits of raised floor living.

As the campaign continues to grow three years later, SFPA was able to expand their 2008 campaign into the Houston market and institute a builder training series throughout their target market.

In addition, The Ehrhardt Group reaches out to the public through communication through regular news items, television and Internet advertising. The Ehrhardt Group initiated major sponsorships and donations to the rebuilding efforts throughout New Orleans, the Gulf Coast and Houston.

TACTICS:

• Focus Group Research
• Media Relations - Interviews
• Internet Outreach
• Television Advertising
• Grassroots Communications
• Demonstration Homes
• Community Relations

RESULTS:

• The Build to a Higher Standard campaign generated more than 404,377 unique daily visitors to raisedfloorliving.com in 2007. A 20 percent increase in unique visitors on rasiedfloorliving.com from 2006 to 2007.
• The media campaign delivered more than 100 percent in added value. For every dollar that the client paid to advertise, they received two dollars in advertising time and promotion.
• Interviews and coverage across the Gulf South, including New Orleans, Baton Rouge, Biloxi/Gulfport, Miss., Pensacola, Fla., and Lake Charles, La.

Multiple demonstration homes and rebuilding projects, including the NAHB Green Home Tours, HGTV Show Home in Biloxi, and the only LEED certified home in the Houston area.