Bringing a Local Angle to a National Brand

July 22, 2014
When reaching out to a media outlet in a small or regional market, it’s important to consider why its audience cares about the story you’re telling – it’s important to communicate, “what’s in it for them?” With this in mind, LCWA recently launched a regional outreach program on behalf of client Trex Company, the world’s largest manufacturer of high-performance wood-alternative decking and railing. We began by identifying certified TrexPros – highly skilled deck builders and contractors – in key markets across the country to serve as media spokespeople on behalf of the brand. We then leveraged their market experience and industry expertise to secure local media coverage for the Trex brand.
Through pitches focused on regional outdoor living trends, deck design ideas and planning tips, along with photography showcasing local homes and projects, we are able to demonstrate the benefits of Trex outdoor living products while highlighting the expertise of our TrexPros and bringing knowledge and value to homeowners across the country looking to elevate their outdoor living spaces. Early results include a contractor byline on the Plainfield page of the Chicago Tribune online and an upcoming article in Building Products Digest. Be on the lookout for tips and trends from local TrexPros in your area!