“Carol Ruiz and the team at NewGround have been key public relations partners for Tri Pointe Homes since our inception. From understanding the new home building industry and Tri Pointe’s unique premium brand positioning, to developing strategic messaging for various stakeholder groups, we have found the NewGround team to be highly organized, responsive to our needs and proactive in identifying opportunities. Our growing business has benefitted through the numerous media opportunities, awards, bylined articles and speaking engagements that NewGround has prepared and secured for Tri Pointe Homes over more than a decade. Carol and her team are both passionate and talented, and we value and appreciate our long-standing relationship.”
— Linda Mamet, Chief Marketing Officer, Tri Pointe Homes
Homebuilder goes public in a big way
Services provided
- Media relations
- Industry relations
- Thought leadership
- Strategic partnerships
- Awards
- Crisis communications
CHALLENGE
Tri Pointe Homes’ goal of quickly becoming a publicly traded company while still operating as a small regional builder that had never used public relations to grow awareness and reputation was a challenge that NewGround fully embraced.
- Immediate media presence needed to build reputation quickly
- Refinement of messaging platform to tell a consistent and compelling story
- Training of spokespersons who had never communicated with the media
STRATEGIES & TACTICS
NewGround crafted a messaging platform that established Tri Pointe’s executives as some of the most experienced and successful leaders across all aspects of the homebuilding industry. Using those message points consistently across all communications efforts, we launched a multi-level campaign to secure coverage in media that is consumed by investors, developers, and land sellers. Exclusives and one-on-one time with CEO Doug Bauer were offered to key business and industry media leading up to and following the announcement of the IPO.
MAJOR ACCOMPLISHMENTS
The homebuilder gained major exposure from NewGround’s comprehensive campaign. More than 100 stories were published in various media outlets in the months leading up to and immediately following the IPO, including many that are typically hard to break. Tri Pointe Homes is now one of the largest homebuilders in the country and NewGround has expanded its corporate communications program to help the company build its reputation as it enters new markets, introduces new communities, attracts talent, and reports its quarterly earnings. As a result of our successful work with the corporate office, several Tri Pointe divisions across the country have hired NewGround to heighten their reputations and drive traffic and sales at their new home communities.
