Page 28 - TCDB combined Book

4 The Complete Design-Builder

Newspaper, Publication Advertising

Sod Turning Ceremony:

Publishing these "photo opportunities" when commencing new projects will give excellent
exposure. The photo, along with any text should include a brief outline of the project,
mentioning that your company was selected to complete the design and construction. The
advertisement should include the name of the owner, your company and any representatives
depicted. Depending on the size and nature of the project, consider cost sharing for this ad with
the owner, subcontractors or other parties benefiting from the publicity. Content of all
advertising should be cleared with the owner and all effected parties before publication. Some
projects may have sufficient public interest to be covered as a newsworthy item. Rarely will this
type of article prominently display or include your company name or elaborate on the services
provided. Check with all major newspapers in your area regarding publicity of your new project
and identify the most appropriate publications and their levels of circulation.
The key point to remember with this type of advertising is to maintain control of placing the ad.
This may result in little or no cost-sharing, but is better than having your company receive
secondary or minimum exposure. These are likely the best and rarest opportunities to advertise
the credibility and capability of your company, so do not overlook the importance of Sod
Turning Ceremonies. Forwarding an unsolicited copy (proof) of your "Sod Turning Ceremony
Ad" to other area publications may result in some free publicity should they consider your
project as a "News" item. It is important to include some moneys in your estimate to cover this
item, as it would be considered a direct cost to the project. Do not forget the ceremonial shovel
and other items and mementos that will make this a successful and memorable event.

Regular Display Ads

The advertising industry tells us that results are measured by the repetitiveness of an
ad. Depending on the markets of interest and your advertising budget, there is no
question that the level of frequency your ads appears will increase the chance of
being seen by the intended target. There are many reasons for the method used in
the type and placement frequency of your Ads. The simple display ad that outlines your
company services and has general information will normally be used as a repetitive item, making
your target aware of your presence, area of expertise and the complete services provided by your
company. Your advertising budget and local market conditions will dictate where, when and
how often display ads should be considered. One display Ad running each month for twelve (12)
months on the same day in the same general section of the chosen publication would be more
effective than twelve (12) display Ads placed sporadically throughout the year.