When "Extreme Makeover: Home Edition" came to Boardman, a deserving family’s yard overflowed
with workers scrambling to build a house. A different sort of building frenzy was taking place
a little over five miles away at Prodigal Media. From the advertising agency’s offices off Western
Reserve Road, the Prodigal Media staff scrambled to build local, Cleveland and Pittsburgh awareness
of the event unfolding in the Mahoning Valley.
As the advertising agency of TC Quality Homes the Canfield-based builder selected by "Extreme
Makeover: Home Edition" Prodigal Media was asked by ABC to handle all marketing and public relations
when the show came to town. Under the leadership of Prodigal Media’s President and Creative Director,
Jeff Hedrich, the agency accepted the assignment, pro bono.
"TC Quality Homes is our client, and we support all marketing endeavors for our clients," said
Karen Brown, media director for Prodigal Media. "But most importantly, we support giving back to
our community."
Prodigal Media was responsible for relaying information and stories to the press, protecting the
usage of sponsors’ logos and overseeing all media on the building site. Prodigal Media also managed
the VIP tent and media and VIP passes.
"The media response was phenomenal," said Chuck Rudge, senior account executive for Prodigal Media.
"Every local TV station was there; every radio station; local, and Cleveland and Pittsburgh newspapers;
numerous journalism students from colleges and high schools; even helicopters from a Cleveland news
station."
Added Brown: "The biggest challenge was coordinating everyone. We had to make sure the media was
able to get good information and talent for interviews and photo opportunities," as well as working
with ABC’s production company through daily kinks and problems.
It was an all-consuming assignment that required Rudge and Brown to be on site from 6 a.m. to 11
p.m. from the time of the famous "door knock" until the dramatic "reveal."
Back at the agency, the usual staff of 10 full-timers was adjusting to extra assignments and fewer
hands. Press releases were written and distributed to local, Pittsburgh and Cleveland media; daily
updates on the "Extreme Makeover: Home Edition" build were made to TC Quality Homes’ Web site.
Eye-catching billboards, banners and VIP and media tickets were designed and churned out at a pace
dubbed "fast food of graphic design" by Prodigal Media production manager, Shari Pritchard. The entire
Prodigal Media staff made itself available throughout the week to help manage VIP and media tents.
At the same time, no Prodigal Media clients were harmed in the filming of "Extreme Makeover: Home
Edition," thanks to a small but efficient team of marketing professionals.
"Prodigal Media has a knowledgeable staff with the common desire to do good for this community
and to showcase this community in a positive light," said Rudge.
In addition to TC Quality Homes, several other Prodigal Media clients were involved with "Extreme
Makeover: Home Edition," including Rentway; Youngstown State University, which donated three full-tuition
scholarships to the makeover family; and Sheely’s Furniture and Appliance, which donated all furniture
and home accessories.
"Extreme Makeover: Home Edition" reaches nearly 20 million viewers; the Boardman episode will air in
late December or early January.
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