Situation
From sewing filters for industrial use to sheltering hundreds of people at corporate functions, Terre Haute Tent and Awning (THTA) has had an important role in the Wabash Valley for 90 years.

Terre Haute Tent and Awning Co. Inc. was founded in 1913, and steadily expanded through the 1960s. In 1975, a Long Island couple, Greg and Carole Pretsch, purchased the business. Greg Pretsch died in 1986, and the business is now operated by Carole and her youngest son, Gregory Pretsch II.

Terre Haute Tent and Awning now employs 10 to 12 full-time employees, and expands to 25 or 30 during the company’s busy April to October season. In addition to growing the employment base, the Pretsch family has concentrated on growing the scope of the business with custom fabrication, filtration products, awnings and related services for private, commercial and industrial clients.

Problem
Because of recent developments in the tent rental industry, THTA was looking for a way to re-establish its strong presence in the local market and expand its services nationally. Company management asked for MillerWhite’s help to create an integrated marketing plan. One of the plan’s tactics for the local market was to celebrate the company’s 90th anniversary and raise local awareness of the company’s history.

Solution
MillerWhite proposed to take advantage of the 90th anniversary celebration to remind local businesses and residents that THTA provides not only tent rentals but also custom tent and sewing services not provided by any other local company. To do this, MillerWhite prepared and distributed a press kit to local, regional and trade publications. The kit included a news story highlighting the company’s achievements and current capabilities, a timeline and a CD with historical photos and brochures, as well as an updated logo created by MillerWhite. The press kit was sent to several newspapers in the region, a statewide business magazine and several trade publications. This was followed up with phone calls encouraging the media to utilize the information.

Results
Several publications picked up the news story, including a major trade magazine. The costs to produce and distribute the press kit were exceeded by the value of the “earned” media that resulted. (The value of earned media is based on what the estimated public relations lineage would have cost if it had been paid for at the open ad rates.) But the value greatly increases when you consider that the material appeared as news content, which carries three to five times the believability of an advertisement. This meant THTA realized a ratio of return on its investment of 3.75- to 6.2-times.