Extreme Makeover: Home Edition

What they needed:

Promotion of event via local and social media.

What we did:

  • Public, media and community relations
  • Social media

ABC-TV’s Emmy Award-winning “Extreme Makeover: Home Edition” filmed a two-show special in Knoxville. More than 4,000 volunteers worked around-the-clock to build a 4,000-square-foot-plus house and duplex complex for the Restoration House, a local nonprofit that provides housing, mentorship and other services to single mothers. Grace Construction, the lead contractor on the project, approached Moxley Carmichael to provide public relations services on a pro bono basis.

We handled all local promotion of the week-long build, including:

  • Pitching stories to news media
  • Coordinating interviews
  • Hosting press conferences
  • Managing the Extreme Home Tennessee website, Facebook page and Twitter account
  • Designing signage, lanyards and other materials
  • Distributing regular media updates and pleas for donations and support

We also handled the promotion of a pep rally to kick off the project at the Tennessee Theatre, which was attended by 1,000 volunteers and sponsors. We were the conduit through which “Extreme Makeover” representatives communicated with the local media and public. During the build, Moxley Carmichael representatives were on-site each day to assist media.

Articles about the “Extreme Makeover” build appeared locally, regionally and nationally. In the Knoxville television market, “Extreme Makeover: Home Edition” was mentioned 418 times during the period, earning 16,531,470 viewer impressions with a publicity value of $407,139.

Moxley Carmichael also was charged with social media communication. When the build team needed anything from construction materials to skilled labor to hot sandwiches, the call went out on the Extreme Home Tennessee social media accounts, and the needs were quickly met.