Running the Marketing Treadmill

[nwagner]

FEBRUARY MEDIA HIGHLIGHTS:



Realty Times – MS&L coordinated an interview between Rob Paterkiewicz and Phoebe Chongchua of Realty Times. The article was in response to the January outlook release which included a quote about the rise in the number of home inspectors. Phoebe was writing a story on the importance of choosing a qualified home inspector. Results: The interview was scheduled for Feb. 1. Run date TBD.



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Chicago Tribune – MS&L coordinated a phone interview between Frank Lesh and Leslie Mann, a freelancer for the Tribune who is working on piece for the “Your Place” section. The article titled “10 ways to devalue your house” included information about the ways homeowners accidentally devalue their homes. Results: The interview was scheduled for Feb. 7. Run date TBD.



Salt Lake Tribune – MS&L coordinated an interview between Kurt Solomon and Judy Magid of the Salt Lake Tribune. Judy was writing an article about prolonging the life of a home and spoke with Kurt about routine maintenance inspections. Results: The interview was scheduled for Feb. 6. Run date TBD.



The Family Handyman Magazine (Reader’s Digest Home and Garden Group Publication) – MS&L coordinated approval to use an image of the Virtual Home Inspection page on ASHI’s Web site www.ASHI.org in the publication, along with a blurb about the VHI. Results: The image will appear in the April issue.



Log Home Living Magazine – With the help of Frank Lesh, MS&L coordinated an interview between ASHI Member Kevin Doyle of Tri State Home Inspection in Galena, IL and Carrie Nathans from Log Home Living. Carrie was working on a story on practical ways for log homeowners to fix creaky floors, doors and windows and wanted to tap an ASHI Member for advice and photos. Results: Run date TBD.



NewsProNet – MS&L coordinated an on camera interview between Frank Lesh and a producer with NewsProNet, a company that provides pre-packaged news to more than 70 local news affiliates across the U.S. The story was in response to the Gerri Willis’ article in which ASHI was featured. Specifically, the story focused on hiring a home inspector for general maintenance inspections and instances other than during a real estate transaction. Results: The segment was taped on March 8.



StartUp Nation – MS&L coordinated an interview between Frank Lesh and Pat Curry, a writer for StartUp Nation, a Web destination where consumers can learn the important nuts and bolts of business, such as how to patent your idea, build a business plan or increase sales. Pat was working on a tips piece on how to start your own home inspection business. Results: The interview was scheduled for Feb. 28. Run date TBD.



Copley Wire – MS&L provided a quote from Frank Lesh for Lori Harlan and Vicki Whitaker of Copley Wire, as well as hi-res images. The piece focused on the benefits of home inspections for both buyers and sellers. Results: Lisa Gunggoll provided a quote for the piece on Feb. 28. The article will run nationwide in real estate sections of newspapers. Run date TBD.





OTHER/CHAPTER ACTIVITIES:



Monthly Press Release – MS&L drafted and distributed the press release, “Sometimes a year is actually 364 days: ASHI reminds homeowners about one-year home warranty inspections.” The release was distributed to real estate and consumer interest reporters at daily and community newspapers, syndicated writers, freelancers and trades.



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Officer Releases – MS&L followed up with and responded to additional requests from ASHI officers in response to the officer announcement releases that were created for distribution. To date, several officer announcements have been published including Frank Lesh’s announcement in the Daily Southtown on Feb. 14 and the Joliet Herald News on March 2.



Awards Releases – MS&L followed up with and responded to additional requests from ASHI award recipients in response to the award announcement releases that were created for distribution. To date, several officer award releases have been published including Ron Rusch’s announcement in the Kansas City Star on Feb. 19.



InspectionWorld 2007 – MS&L followed up with New York Times reporter Kimberly Stevens and L.A Times reporter Gayle Pollard-Terry. Gayle is still interested in running a story in the L.A Times but has not received approval from her editor. Response pending from Kimberly Stevens.



National Home Inspection Month – MS&L responded to a request from Anthony Snyder to provide information on National Home Inspection month for the April issue of the Reporter.



Monthly Report – MS&L drafted and submitted a monthly Public Relations report and clip collage on February 2.



MARCH ACTIVITIES:



Monthly Press Release – MS&L will draft and distribute a release for National Home Inspection Month that will focus on the ABC’s of home inspection. The release will be distributed to home, real estate and consumer interest reporters at daily and community newspapers.



April Board Meeting – MS&L will complete a report for the April Board books that will include a 2006 media audit for ASHI, NAHI and NACHI. The report will also include a 2006 results memo that highlights coverage, impressions, ad equivalency and ROI for the year. MS&L will submit the report on or before March 22.



Press Kits – MS&L will distribute the 2007 edition press kits on home buying as needed.



Monthly Report – MS&L will draft a monthly Public Relations Report and clip collage to submit to ASHI in March.



Media Inquiries – MS&L will continue to handle media and consumer inquiries as needed.



Trends Research – MS&L will continue to research and analyze data from the real estate industry that will be used to develop targeted programs for the upcoming year, and monitor industry publications for industry news and events and possible PR opportunities.



Chapter News – MS&L will continue to monitor local chapter newsletters for chapter news and events.



Clips – MS&L will continue to monitor and return unused news clips to Bacon’s for reimbursement, as applicable.

So much media brownosing yet as usual there will be little (if anything) to show for it. Keep on wasting your declining resources on these treadmill projects ASHI, it is the reason why you're barely visible in NACHI's rearview mirror.

[Nick Gromicko]

It is a good thing for all inspection trade associations (not just home inspection trade associations) to work the media. We all do it and it promotes our profession and benefits us all. Remember... every Budwiser commercial sells some beer for Coors.

[nwagner]

Originally Posted by gromicko

It is a good thing for all inspection trade associations (not just home inspection trade associations) to work the media. We all do it and it promotes our profession and benefits us all. Remember... every Budwiser commercial sells some beer for Coors.

The key word is Work. With how much ASHI is trying to work the media, they should be a household name...