Calloways min

TELLING A BRAND STORY THROUGH LOCAL EXPERTS

CALLOWAY’S NURSERY

media relations

OPPORTUNITY

DFW-based Calloway’s Nursery, a leading destination for Texas homeowners seeking top-quality plants for nearly 40 years, was looking for a strategic way to position their brand as a local expert in their key markets.

Leveraging consumer trends, and tailored media approach, SPM was able to make inroads with a local on-air personality to produce an ongoing segment with a brand spokesperson. This segment has continued to boost the brand’s affinity with consumers in the local market.

SOLUTION

  • Targeted outreach to key media outlets in key markets (DFW, Houston and Austin) known for their love of gardening/landscaping
  • Leveraged local news/weather updates to capture the attention of media for inclusion in an ongoing relationship/partnership with CBS DFW’s meteorologist, Jeff Ray for his Gardening 101 series 

RESULTS

25 segments to date
75.7 M estimated reach