
As part of this trade program, our team comprehensively
researches and monitors the editorial calendars for key industry publications
to identify potential coverage opportunities. At the beginning of each year, we
compile a month-by-month list of planned editorial coverage that serves as a
roadmap for our media outreach.
From our experience,
we find that editorial calendars play a crucial role in any successful trade marketing
program. They allow us to align our pitches with the topics that are most
relevant to editors and afford us timely reasons to reach out to keep our
clients top of mind for editorial inclusion.
Following are some examples
of opportunities where we have been able to pair a compelling case study with
an editorial calendar to garner high-profile coverage for Trex Commercial
Products:
- Interiors + Sources Magazine – Every month, Interiors + Sources features a product showcase in the “Sources” section of the magazine. We pitched the editor a line-up of projects from Trex Commercial Products, showcasing the company’s work in healthcare, hospitality and aviation. The end result was a beautiful full-page round-up, positioning Trex Commercial Products as an expert of architectural railing systems.
- Retrofit Magazine – Responding to an editorial calendar focus on hospitality renovation projects, we pitched and secured a great case study feature on Trex Commercial Products’ work at the DoubleTree by Hilton Hotel in St. Louis Park, Minn.
- Architectural Products Magazine – Inspired by the magazine’s planned editorial focus on universities, our team pitched a Trex Commercial Products’ project at Hope College in Holland, Mich. We successfully secured a full-page feature on the project, highlighting how TCP’s Track Rail System enhances the sense of community at the student center.
As you can see,
editorial calendars can be valuable roadmaps for pitching, especially in niche
markets like the A&D industry. When working with Trex Commercial Products, we
put our hard hats on and think like an architect. By doing so, we are able to build
awareness and demand for Trex Commercial Products and position the company as
an expert and go-to resource for commercial railing systems.
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