- Case Study -
CEO Profile Building
Next PR launched a skilled trades shortage campaign to bring attention to the national issue, positioning the CEO of a home improvement company as a leading voice raising awareness of the problem.
THE CHALLENGE
Growing quickly, the company was eager to elevate its name as one of the largest national home improvement companies in North America. As stories about the skilled trades shortage started to trend, the CEO wanted to join the national conversation by sharing his unique perspective.
HOW WE GOT THERE
Next PR tied the skilled trades shortage to an urgent need: American homes are getting older and need improvements now more than ever—yet we won’t have the workers to complete the job. In addition, when Walmart announced they were ditching the four-year degree requirement for executives, Next PR jumped on the trending news and landed the CEO coverage in Forbes, citing why more companies must follow suit. Reporters were also eager to hear from “boots-on-the-ground” workers, so Next PR offered interviews with recent college graduates about what drew them to skilled trades careers with the home improvement company.
Reporters had grown tired of hearing the same ideas to fix the shortage, so Next PR analyzed the company’s culture to find compelling angles like its veteran recruitment and training program.
THE RESULTS
The home improvement company emerged as one of the leading voices on the topic, with one national tier-one media placement secured each month during the six-month campaign. A Fortune op-ed Next PR secured became one of the highest drivers of referral traffic to the company’s website and the editor shared it was one of their highest performing pieces on the day it was published. A CEO profile piece in Forbes positioned him in front of investors and the Board of Directors as an ambassador who is striving to solve an issue impacting the business. Other prominent coverage included Inc and Fox Business.