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Miller & Smith

Residential Real Estate

Residential Homebuilder & Developer Lands More Than $1M Worth of PR Coverage

Miller & Smith, one of Washington metro area’s top privately owned homebuilders and development firms, sought out BCENE PR to build brand awareness for existing home collections and create targeted exposure for the company through several dedicated PR and promotional campaigns.

Our team developed a strategic PR plan that served as a roadmap for the editorial landscape and “north star” for the spring/summer home sale season. Over the next 12 months, BCENE PR conducted extensive dedicated media outreach to pertinent editors and local influencers. To further position and solidify Miller & Smith as a top regional subject matter expert, we also crafted several contributed pieces on behalf of the executive team outlining the top trends in home design. We worked closely with Professional Builder and Builder Magazine to secure exclusive runs of the stories then distributed the insights to top tier local / regional / national editors.

Leading up to the spring/summer home sale season, BCENE PR developed the promotional campaign FIRST LOOK for Miller and Smith. FIRST LOOK was not only the start to a homebuyer’s story but tied into a variety of “firsts” in a new home – first family meal, first home project or even first bedtime story. We explored a variety of “firsts” in a new home with the help of educational pop-up workshops and partnerships with regional publications or ”storytelling” partners. By creating a hands-on learning environment in the models, visitors could see, smell, taste and touch their new home for a truly immersive experience. Simultaneously, Miller & Smith, media partners and advertisers had the opportunity to interact directly with their target audience.

Media partners promoted the event with their own channels and solicited advertisers to create a daily schedule of activities and seminars including; cooking demos, collage- making classes, in-home seminars and designer consultations to encourage more hands-on interaction with the space.