An Estey-Hoover Case History

Western Manufactured Housing Institute

Consisting of all of the major manufacturers in the "Mobile Home" industry, this organization hired Estey-Hoover to change the public and governmental image of the industry. The objectives were to:

Provide information to cities and counties, and their zoning commissioners, so that they would understand the quality and benefits of the products and be more inclined to ease strict requirements on the industry. Improve the public’s image and attitude toward manufactured housing.

Methodology

Establish a "Test Market"----Fresno.

Conduct Focus Group Studies to determine advertising messages and questions for a primary research study.

Conduct personal interviews with zoning officials to determine their current attitudes and knowledge of products.

Conduct primary research via telephone interviews with mobile home owners and non-owners to determine current attitudes and knowledge of products.

Develop three television commercials to address the problems with a credible spokesman -- Art Linkletter.

Saturate the adult television audience with six weeks of media exposure.

Conduct a post-media telephone survey to determine change in attitudes and product knowledge.

Roll-out $2 1/4 million campaign on a market-by-market basis in the West.

Support local retailers with advertising kits that included Linkletter posters, buttons, newsletters, ad slicks, bumper stickers and publicity samples.

Results