Rumford Center PBS Special

The Situation:

A small budget combined with ambitious goals - to drive leads for this mixed-use community and to maintain community support for the project.     

The Solution:

No advertising, no direct mail.  Instead, targeted public relations, including a pitch to a locally-produced PBS show focused on historic New England.

The Results:

A half-hour primetime feature focusing on "The Past, Present and Future" of the property, showcasing development team members and marketing messages.  The TV program was covered by local papers, was promoted by area preservation groups, and aired four times in three months.  For greater impact with little investment, a standing-room only "premiere" of the TV program connected the sales team with more prospective residents.