Challenge.
Brand equity isn’t built overnight and in a crowded local market, Parker & Sons, Arizona’s leading home service provider, needed to stand out for more than just service calls.
With a strong operational reputation but low earned-media visibility, Parker & Sons faced the challenge of increasing both awareness and sentiment. The goal wasn’t just one-off coverage. We wanted to establish Parker & Sons as a go-to, TV-ready expert in HVAC, plumbing, and home services. That meant showing up in more places, more consistently, with a story that resonated.
Approach.
IDX developed a Digital PR strategy built around timely, high-impact story angles with real community relevance.
In June 2025, we launched a summer survival campaign pitching Parker & Sons’ experts on “How to Get Your AC Through a Brutal Phoenix Summer”. This created early visibility and primed local media for follow-up stories.
In August, we shifted to a community-focused pitch for National Senior Citizens Day, spotlighting Parker & Sons’ Senior AC Giveaway — a heartwarming story featuring a retired teacher and a local veteran who received life-changing home cooling support during extreme heat.
Both campaigns worked to build credibility, recognition, and goodwill, all while reinforcing the brand’s commitment to the Phoenix community.
Details.
The two campaigns targeted distinct but complementary media moments: one service-led, the other community-focused. While initial outreach in June saw limited pickup, it laid the foundation for follow-up interest in August, including an in-studio interview at the local ABC affiliate on a related topic.
- Sent summer AC tips pitch to 49 media outlets, with strong open rates (61–62% local media; 50–57% homeowner/DIY media)
- Garnered follow-up from ABC 15 for an August on-air segment
- Sent National Senior Citizens Day giveaway pitch to 20 media outlets, securing on-air coverage from Fox 10 and ABC 15, including live interviews and installation footage
- Also issued press release via PR Newswire for the giveaway, resulting in 266 exact-match pickups and 131.5M potential reach
- Sent pitch for post-giveaway follow-up story, earning additional on-air coverage from Fox 10, ABC 15 and Phoenix’s local NBC affiliate.
Results.
The campaign’s greatest success wasn’t just media coverage—it was momentum. By showing up consistently with credible stories and clear community value, Parker & Sons became more visible, more trusted, and more likely to be tapped for future media opportunities.
76 %
increase in brand mentions since the start of the campaign
43 %
increase in positive brand sentiment across tracked channels
131.5
million potential audience through media coverage