[Bill Schwab]

In October of last year, we were filmed installing a patio for a show called "Today's Homeowner" with Danny Lipford

The show will be airing the last week of February/first week of March on over 235 syndicated staions around the country.

San Francisco, WCAL, Saturday 8:00 AM
Bakersfield, WKUVI Saturday, 8:30 AM.
Maryland, WMTD, Saturday, 6:00 AM.
Grand Rapids Mi. Sunday, 1:00 PM
Utica NY, WFXV, Sunday, 7:00 AM.
New York, WLNY, Sunday, 2:00PM
Tulsa, KGEB, Saturday, 3:00PM
Portland KATU, Saturday, 2:30AM
Chicago, Saturday, 6:00AM
Milwaukee, WTMJ, Sunday, 5:30AM
Green Bay, WACY, Saturday, 7:00AM

These are a few listings...You can check www.dannylipford.com for listings near you. This was alot of fun seeing how these things are produced, not to mention some good inexpensive PR..Currently, we are going to work all the media sources around here as best we can. We have also been aired on the the Roger Hedgecock radio show and are linked to his website....I have not seen the cuts yet, so, no gaurantees on how , what, etc, but, basically, there is some good step by step how to footage.

[Stonehenge]

That's excellent!!

I'm curious to know both how you came to have this opportunity, and how you'll use this to further promote the biz.

In our second year of business I was able to get us on the evening news. It was great for the ego, but little else.

[Stonehenge]

I can think of a couple, including burning the video to DVD, to include with sales packets, trying to get some kind of letter of thanks or recommendation from the show...

What did you have in mind?

[Bill Schwab]

Jeff:

My wife and I both have a knack for grabbing free publicity in our businesses, and, this one was pretty easy actually. First, we are members of the CLCA, (California Landscape Contractors Aaan)

I have been in many other organizations before in various states, and I will save the space by not naming names, but some of them are ego orgaizations that are interested in membership without taking a stand on much. Those organizations, I join for a year and let them drop....

The CLCA is a very proactive, involved organization where most members actually participate. We get Emails, faxes and calls to do this or that, and various outings and such.

Well, Danny Lipfords team contacted the CLCA , who in turn sent an Email asking if anyone was doing a brick patio between the weeks of October 12-26th, in 2003...
Since we run an average backlog of 3 months with 55% of our work as hardscape flatwork, and of that 95% is brick pavers, I replied back with not only those dates available, but 4 jobs that the film crew could pick from.

Next thing you know, Danny Lipford's team called, and we made a date, then began. We will have a step by step video to show clients or prospects from this, and also, free PR when people view...This will air not only this month, but also in May.

From this, we are taking it to the limits. We live in a licensed state, meaning, no work unless you have a contractors license in the area you are qualified, and to get that you must have insurance and be bonded....This is the best thing that ever happened to our industry!

For those who work unlicensed, there are fines and jail time involved. The state license board is always looking for examples of work done by non licensed companies, and as it turned out, this job was done by a non licensed one, with only 1" of sand used as leveling materials, no gravel...We took up the existing pavers and added to what they had....

So, we are going to be the poster boy for the CSLB (California State License Board). With all the paper ads, magazine and periodical ads they do, that is free PR...

Then, the San Diego Union Tribune and the Los Angeles Times is running a piece in the garden section. Along with that, the coastal papers, and each town here has a small weekly rag that is set out free of charge for people to read. We are already linked to Rodger Hedgecocks website, who is a local talk show host that is one of the #1 fill in's for Rush Limbaugh when he is off... And, I think we are adding to our flyers and mailers and news letters the words "AS seen on "Today's Homeowner with Danny Lipford", local 8 TV.

This should boost sales calls temendously, now time to hire more bodies and get another pick up truck!

[Stonehenge]

The Trib and Times - are they running stories because you contacted them? Or are they just in the loop about the show and took it from there? I've spent some time developing a relationship with our local paper, which has gotten solid enough that I've been asked to assist them in determining the direction of the weekly Home and Garden section.

I'm not too bad at the PR thing myself, but like anything else I like to learn more if I can.

You mentioned associations - I can relate. 'nuff said.

[Bill Schwab]

We do press releases, and they are typed the same way they would appear if you had read them in the paper...That way a reporter sees them and has to do very little if anything, or perhaps takes it a step further for a full blown story!

[Stonehenge]

What other kinds of things do you do press releases for? I've read of companies sending press releases for everything, including new hires, recently landed big projects, new equipment purchases, etc. I would think that in time the receivers of the releases would grow tired of getting them, and start tossing them before they even read them.

What occasions are significant enough for you to send out releases?

I have found the same to be true about information you provide for them - make a reporter's job easy, and they'll love you for it.

[jwholden]

Bill,

I would like to send a press release for the local papers about my passing the ICPI course. Do you have any samples?

[Bill Schwab]

Jeff:

Typically, we don't send releases unless it is something pretty big, employees are a great angle however. It would depend on the town and style of the paper you lived I guess, but we do have this paper called the Southern California Business Review. They have alot of employeee type press releases. We did one there the week we landed in San Diego.

J.W. What would you like your press release to say? I can fax you some we have done, but I think first you need to do an outline of what your message will be, have a title in mind, perhaps when you passed the class, and why it is important to gain this certification.

They aren't likely to give you a full page if you know what I mean, so, the more direct and to the point it is, the more likely you will get it published. Then, if some reported sees it, gets the notion to do a larger story, yuo get the double whammy!

[jwholden]

I always assumed a press releases was one paragraph briefly stating something 'important'. My paragraph would be that I received certification from the ICPI on such and such a date, what I did to gain certification, what the certification means, and what the ICPI is.

Something like this:

On February __, 2004 John Holden, of Land Designs Unlimited LLC in Trumbull, Connecticut earned the title of Certified Concrete Paver Installer from the International Concrete Pavement Institute (ICPI). Mr. Holden participated in two days of intense training and passed a written examination demonstrating his knowledge of paver installation methods. Mr. Holden will join the group of less than ____ certified paver installers in the county.

The ICPI is the leading technical organization on segmental concrete pavements. Goals of the ICPI include developing and promoting standardized specifications and installation methods for concrete pavers and increasing product awareness and education to design professionals and contractors.

Mr. Holden may be contacted by ...

[Bill Schwab]

That sounds like you have exactly the idea John. That is all you can ask for, and if they bite, it's free!

[Lanelle]

Sounds excellent. The only thing I would change is minor but noteworthy: ICPI is the Interlocking Concrete Pavement Institute.
And congratulations on your new title. It is gratifying to go to their website and find your own name listed as a certified contractor.

[jwholden]

Lanelle,

Thanks for the help.

I didn't get my certificate yet but am assuming I passed the test.