Optimum West

Challenge

• BuildDirect, the world’s leading online wholesaler of building products, asked Optimum to develop and execute a communications strategy that would help the company gain greater brand recognition.
• Although most of BuildDirect’s sales come from the U.S., the company continues to expand worldwide and was seeking opportunities that would give them global exposure.
• Optimum was asked to devise a strategy that would target contractors, retailers and other large-volume consumers and gain as much exposure as possible.

Solution

• After completing a successful, targeted media outreach campaign to trade and consumer publications in the building products industry, Optimum researched various partnership opportunities with recognized home renovation programs in the US and Canada that could provide broader coverage for the company.
• After completing a thorough analysis, Optimum engaged the popular renovation program, Holmes on Homes.
• Holmes on Homes has been the #1 show on HGTV Canada since summer 2004 and airs on Discovery Home US and in the UK, Australia, New Zealand and South Africa.
• Holmes on Homes was beginning a new project dubbed the Pasadena Renovation Rescue, its first renovation project to take place in the United States. The project was also being featured on the popular syndicated Ellen DeGeneres Show, which appears on NBC-affiliated networks, the Oxygen network and is aired daily on XM Radio.
• Optimum approached Holmes on Homes to determine if there was an opportunity for BuildDirect to become involved in the project.
• BuildDirect became one of the largest contributors to the project, donating over 1600 sq. ft. of flooring, 900 sq. ft. of slate, 700 sq. ft. of porcelain and 350 linear feet of decking.
• Optimum also leveraged BuildDirect’s contribution by coordinating local media opportunities in Pasadena and negotiating an on-camera appearance by Rob Banks, the co-founder of the company.
• Following Rob Banks appearance on Holmes on Homes, Optimum distributed a follow-up news release to Vancouver media, Pasadena media, and targeted trade magazines to encourage media to pursue the Pasadena Renovation story.

Results

• Rob Banks, the co-founder of BuildDirect appeared on Holmes on Homes, with branded t-shirt explaining the installation process of BuildDirect flooring products. The company was also featured in the credits of the show and on the Holmes on Homes website which receives in excess of 1 million hits per month.
• As of August 7, 2007, the episode featuring BuildDirect products has already aired 10 times on HGTV Canada resulting in over 2 million audience impressions. This episode has also been featured on Discovery Home in the United States, a digital specialty channel with 40 million subscribers. The episode is still scheduled to air on BBC Canada, Discovery Home and Leisure in the UK, the How To Channel in Australia, the Living Channel in New Zealand and the Home Channel in South Africa.
• BuildDirect products were also shown briefly during Mike Holmes’ appearance on the Ellen DeGeneres show to talk about the renovation project.
• Optimum secured coverage of BuildDirect’s participation in the project in the following media:
  • Pasadena Star-News (Local daily)
  • National Floor Trends (trade magazine)
  • Floor Covering Installer (trade magazine)
• On-site, behind-the-scenes photos and a story about BuildDirect’s involvement was showcased on the company’s website and in a newsletter to customers and employees.

BuildDirect’s Rob Banks with Mike Holmes on the set of Holmes on Homes.

Build Direct’s Rob Banks on the Pasedena house set.