From Local Expertise to National Recognition in TIME
How Dayton Designer Closets became a go-to source for TIME, The Washington Post, Good Housekeeping, and Southern Living.
Client
A local, boutique home organization firm specializing in functional, elevated closets, storage solutions, and professional organizing.
Objective
Primarily, build brand awareness and visibility while positioning the client as a trusted expert and thought leader in the home organization space. Secondarily, generate meaningful third-party credibility to support long-term business growth.
Strategy
L&L Collective identified a growing media interest in home organization trends, decluttering and storage solutions, family-friendly organization systems, and functionality in the home. We collaborated with the client to proactively identify themes, talking points, and expert insight that aligned with popular culture and media to efficiently and effectively craft insightful, expert pitches to a variety of publications when opportunities arose.
Result
Our client was selected as the leading source out of a competitive national pool of others in the space.
The placement delivered immediate credibility and widespread visibility for the client, generating potential earned impressions in the millions through TIME’s print, digital, newsletter, and syndicated distribution channels. Beyond initial publication, the feature created long-tail media value through ongoing search visibility, referral traffic, and evergreen discoverability.
The client received:
- A national media feature in TIME Magazine
- Estimated earned Impressions from 5-25M+
- Increased share of voice in the growing home organization space
- Enhanced authority and reputation with potential clients
- Increased, evergreen visibility through continued online search discovery
- Marketing language and assets to be used across the client’s website, social, sales, email, and client proposal
- Elevated positioning among competitors and third-party credibility from one of the world’s most recognized and trusted media brands
- Exposure and connection for emerging stories in the ever-growing home organization space
Why It Worked
The success of the story came from aligning the client’s expertise with conversations already happening in the media landscape. Instead of generic outreach, L&L focused on:
- Relevant editorial timing
- Strong positioning
- Clear expertise
- Consumer-friendly insights reporters could easily use
The result was coverage that not only generated awareness, but also strengthened the client’s long-term brand authority as a trusted expert.
Coverage that built awareness and strengthened the client’s long-term authority as a trusted expert.
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