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Case Study: Homee
Challenge
Homee, a Florida-based startup, needed to rapidly scale consumer demand for its innovative on-demand home repair app. They needed to quickly build brand awareness and demand in Tampa and expand nationally.
Approach
Evoke Strategy’s strategic media outreach began with targeted PR in their local market and grew nationwide as they expanded. Additionally, Evoke obtained opportunistic media based on trending news. By educating consumers about the app’s benefits and securing widespread media coverage, Evoke empowered Homee to achieve significant brand awareness and pave the way for its national expansion. While Homee’s business model now focuses on home insurance claims, the foundation for success was laid during their initial phase as a home repair app, and Evoke played a pivotal role in that journey.
Strategy
Evoke Strategy developed a strategic media relations campaign to help Homee reach its goals:
Capitalizing on Trends: By strategically pitching during trending news cycles, such as hurricane preparedness, Evoke secured additional media coverage and showcased Homee’s ability to assist homeowners during emergencies.
Introduce the App: Educate consumers about Homee’s unique value proposition and how it could benefit them.
Targeted Outreach: The campaign began with targeted media pitches to local Tampa Bay media outlets (HOMEE’s headquarters). Utilizing their media expertise, Evoke secured coverage that introduced the Homee app and its benefits to the community.
National Expansion: Leveraging the initial local success, Evoke strategically expanded their media outreach to key markets across the country. The campaign encompassed over 20 markets as Homee expanded its service area.
Compelling Content: Evoke crafted compelling media pitches that highlighted the ingenuity of Homee’s founders and addressed the pain points of busy consumers seeking convenient home repair solutions.
Results
- Widespread Media Coverage
Evoke secured placements across various media formats, including print, television, radio, and business journals, in nearly all of Homee’s target markets. - Market Saturation
Homee achieved remarkable coverage, securing media placements in over 20 markets, including: Tampa, Orlando, Ft. Lauderdale, Miami, Kansas City, Cincinnati, Dayton, Dallas, West Palm Beach, Jacksonville, Las Vegas, and more. - National Recognition
The strategic campaign successfully established Homee as a recognized brand across the country, facilitating their rapid market expansion.
