A Santa Ana-based paint manufacturer is sponsoring distribution of a new trade publication aimed at people in the general contracting, property management and remodeling industries.
Behr Process Corp., a subsidiary of Taylor, Mich.-based Masco Corp., supplies architectural paint and exterior wood care products exclusively to The Home Depot.
The quarterly print magazine, titled inPAINT, will provide tips on business-related issues, including efficient estimating and using social media, as well as trade-specific topics, such as dealing with smoke damage or mold.
Scottsdale, Ariz.-based REM Custom Communications publishes the magazine, which is available via a free subscription. A digital version of the publication will debut this fall.
“inPAINT serves as a resourceful guide for professionals that delivers up-to-date and relevant information intended to help readers find new approaches for improving day-to-day operations and meeting long-term business goals,” said Amanda Haar, inPAINT’s editor. “The broad content focus has allowed us to speak to many different business segments that rely on quality paint and paint-related products for project success.”
When asked how inPAINT fits into BehrPro’s marketing plan, Lisa Kudukis, director of its Professional Products & Services, said, “BehrPro is committed to the needs of professionals—providing smart, accessible business solutions and quality products that they can easily rely on. Making inPAINT accessible … is tied to this brand promise, as the publication serves as an educational resource that offers today’s decision makers and business owners in the larger painting, construction, property management and building maintenance communities expert advice for improving business operations.”
Ad Agency Named
Irvine-based HSF Affiliates LLC named the BBDO Proximity Minneapolis advertising agency for its residential real estate brokerage network, Berkshire Hathaway HomeServices.
HSF—a joint venture between Brookfield Asset Management Inc. of New York and Minnesota-based HomeServices of America Inc.—declined to reveal the contract details but said BBDO will develop and execute a comprehensive brand-awareness campaign to support the launch and continued growth of the newly formed network.
The campaign will be deployed over a full range of marketing channels, including print, broadcast and social media, to “inform consumers and real estate professionals about the brand’s market positioning, value proposition and competitive differentiation,” according to company officials.
“We are so proud and eager to launch the Berkshire Hathaway HomeServices brand, which we believe will redefine the residential real estate industry,” Earl Lee, HSF’s chief executive, said in a statement. “We chose BBDO Proximity Minneapolis because the company shares our passion, and its ideas and creative solutions clearly stand out.”
The Minnesota-based agency is a division of BBDO Worldwide, which is part of Omnicom Group Inc. of New York. Its client roster includes home-state businesses, such as Hormel Foods Corp. and Hormel’s subsidiary, Jennie-O Turkey Store, and The Schwan Food Co., as well as Cincinnati, Ohio-based Formica Group.
Idea Hall Hired
The Orange County chapter of the Alzheimer’s Association has hired Idea Hall of Costa Mesa to promote its Cornerstone Campaign under a $500,000 contract.
The public relations agency will manage the association’s marketing effort, which includes digital marketing, social media and public relations. Idea Hall will develop branding for the campaign, whose $10 million fundraising goal is aimed at helping expand free services for families affected by memory loss.
Idea Hall is also tasked with marketing the Irvine-based nonprofit’s Walk to End Alzheimer’s events, 24-hour helpline and alz.org. It will also oversee branding collaboration with the Los Angeles Angels of Anaheim and Anaheim Ducks.
The local chapter of the national Chicago-based organization received a $27 million donation this past February from late Laguna Woods resident Helen Banas, substantially surpassing its $3.8 million annual budget.
“We currently serve 26% of the more than 83,000 Orange County residents who are affected by Alzheimer’s, and that percentage will increase with the recent gift, but we still have a long way to go to fulfill our vision of a world without the disease,” said Jim McAleer, the nonprofit’s president and chief executive. “By engaging a premier marketing partner such as Idea Hall, we can accelerate awareness of the services that are available for those in need, foster hope for families who require assistance and activate the community to help raise funds to combat the disease.”
Idea Hall’s other clients include Boy Scouts of America Orange County Council, Bixby Land Co. of Irvine and Sabal Financial Group LP of Newport Beach. HKA Inc. of Tustin will provide additional public relations services for the campaign.
Bits and Pieces
The Children’s National Medical Center in Washington, D.C., has tapped RiechesBaird of Irvine as its brand agency of record, tasked with developing a comprehensive branding program. … Buena Park-based Yamaha Corporation of America hired Nithin Cherian as marketing manager for its Live Sound Department. Cherian, who was territory manager at AudioPros, will report to Athan Billias, director of marketing of Yamaha’s Pro Audio & Combo Division.
