In 2002, the tranquil town of Cape Coral, Florida, became the launchpad for an ambitious venture that would come to shape the home improvement landscape in America. South African natives Sean and Debbie Campbell embarked on a journey with a vision to create TheHomeMag, a publication that would bridge the gap between homeowners and top-tier home improvement professionals. The couple's unique background played a crucial role in the magazine's inception. Debbie Campbell's journey from Zambia to Queenstown, and then to Cape Town, was fueled by her excel in the insurance industry. Fluent in both English and Afrikaans, her sales prowess complemented Sean's strategic mind. Their partnership was not just about creating a business but about building a legacy. Before they ventured into publishing, the Campbells spent four years sailing the Caribbean and Atlantic Oceans. This period of exploration not only honed their teamwork but also prepared them for their next big adventure. Settling in Cape Coral, they saw an opportunity to create a targeted advertising platform that used the postal system to reach homeowners—a novel idea at the time. A New Era of Leadership As TheHomeMag grew, it became clear that innovative guidance was needed to take the company to the next level. Enter Tom Bohn, President & COO, whose extensive experience in high-growth leadership across various industries brought fresh perspectives and strategic vision. Bohn saw immense promise in TheHomeMag and was eager to expand its reach and capabilities. "When I was first recruited to TheHomeMag, I instantly saw the potential," Bohn recalls. "I knew the brand and what it stood for, but more importantly, I saw a pathway to exponential growth. Here is a home improvement media company in 69 markets with salespeople on the ground—no one else can say that.” Under Bohn's leadership, TheHomeMag has undergone significant transformation, leveraging advanced technologies to enhance its offerings. "We are constantly looking to innovate for both home improvement businesses and homeowners," Bohn explains. "By leveraging AI and other advanced technologies, we aim to dominate the multimedia community, connecting homeowners with trusted local contractors and providing a seamless, interactive experience." In just a year and a half, Bohn has spearheaded the acquisition of ten franchise markets, far surpassing the initial goal of one to two per year. This rapid expansion reflects the company's forward-thinking approach and Bohn's effective leadership. Part of this transformation involved filling gaps in knowledge and expertise. Bohn brought in industry veterans like Matt Hickman to elevate current print products while focusing on digital innovations. "I needed someone to own and elevate the current products, and Matt lives and breathes print," says Bohn. This strategic hiring allowed TheHomeMag to maintain its stronghold in print while expanding into digital platforms. The company also recognized the potential within its existing talent pool. Underutilized staff members were given new opportunities, leading to significant progress. "Our Director of Marketing, once a utility player, is now running our marketing and PR, making strides we’ve never seen before," Bohn shares. This internal promotion strategy has infused new excitement and energy into the company. The future of TheHomeMag is promising, with aggressive growth plans that aim to double its size over the next five years. Bohn is confident about this trajectory, believing the company is just beginning to tap into its prospects while attracting significant interest from potential investors, a rarity in modern publishing. "We are seeing double-digit growth in both top and bottom lines year after year," he notes. "Over a five-year arc, we will double our financial size. Our focus is to extend beyond being an incredible partner to home improvement professionals to dominating other areas." This expansion includes developing an AI-driven national platform that homeowners and clients have come to love. The leading-edge concept of TheHomeMag's Marketplace is to connect homeowners with certified professionals, offering a seamless and reliable experience. "It's not just a directory; it’s a gateway to quality, reliability, and expertise," Bohn emphasizes.
With the invention of its Marketplace platform, TheHomeMag has set a new benchmark. Leveraging high-tech artificial intelligence, Marketplace allows homeowners to effortlessly visualize a myriad of design options that enhance coordination with builders and designers, resulting in precise cost estimates. As more homeowners opt to refine their existing homes, Marketplace stands out, providing an unparalleled tool that streamlines the renovation experience. Future plans also involve diversifying into areas like pet living and lifestyle, recognizing the increasing integration of pets into modern homes. "Love where you live is not only about the brick and mortar but also about other features like your pets. Pet living and lifestyle will complement our trajectory," Bohn explains.
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As WORKHOUSE celebrates its 25th anniversary, we take a moment to honor and appreciate the remarkable individuals who have been part of our journey. Since our inception, we have become a beacon for creative communicators, carving out a niche as a public relations powerhouse. The agency has been recognized for its exceptional contributions across diverse communication sectors, demonstrating a consistent history of promotional prowess. To every team member who has contributed to our legacy—whether you were here at the beginning or joined us along the way—your creativity, dedication, and passion have been the bedrock of our success. You brought your unique sparks to our collective fire, helping us achieve extraordinary results for our clients and setting new standards in the industry. Your contributions have not only propelled WORKHOUSE to new heights but have also left an indelible mark on the industry. As we look to the future, we remain committed to fostering an environment where creativity thrives. Our success is a tapestry woven with the threads of your hard work and unwavering commitment. To our past and present, thank you for your contributions. Here's to celebrating shared achievements and to many more years of success and creativity.
TheHomeMag has launched its first national television campaign, marking a significant leap in its approach to connecting homeowners with trusted professionals. This series of eight commercials, produced by Pilot Moon Films and Infrared Creative, highlights TheHomeMag’s innovative platform, AskHomey.com, through a blend of humor and strategic messaging. Directed by Joel Malizia and Dace Allison, with Joe Dorsey as producer and executive producer, the commercials star Scott Adams and Carrie Lauren as a couple navigating the common frustrations of home improvement referrals. The first spot, titled “We’re Listening,” depict the couple’s experience with a traditional directory service that indiscriminately shares their information, resulting in a deluge of unsolicited contacts. This scenario humorously highlights the pitfalls of conventional referral services. AskHomey.com intervenes, ensuring privacy and a direct connection to top-tier professionals. The campaign continues with “Sending Leads to Just You,” where the chaotic experience of widely shared personal information is contrasted by AskHomey.com’s approach, which directs the homeowner’s details to a single professional at a time. This method offers a more personalized and focused experience, emphasizing TheHomeMag’s commitment to user privacy and control. In a subsequent spot titled “Don’t Get Stalked,” the campaign humorously depicts the anxiety of being overwhelmed by numerous contractor responses. TheHomeMag’s solution, AskHomey.com, simplifies the process, providing a secure and streamlined way for homeowners to find top-rated professionals without the stress of unsolicited contacts. Joe Dorsey, the campaign’s producer, emphasized the importance of parody in the commercials. “We wanted humor to be central in these ads. TheHomeMag’s mascot, a giant house with arms, provided the perfect opportunity to inject fun while highlighting the real advantage of AskHomey.com—putting control back in the hands of homeowners,” he explained. TheHomeMag has been a trusted name in the home improvement industry for over two decades. Recently, it has become a tech-enabled company with the launch of Marketplace by TheHomeMag (AskHomey.com), a comprehensive platform designed to enhance user experience and expand market reach. This transformation includes features such as Home-y, an AI-powered assistant available 24/7, and a Certified Partner Program that rigorously screens professionals, backed by TheHomeMag’s $2,000 guarantee. Tom Bohn, President & COO of TheHomeMag, explained the broader vision behind the campaign. “We didn’t just want to join the digital age; we wanted to redefine it. Our digital transformation was about taking the qualities that made us successful in print — trust, quality, and community focus—and enhancing them with the capabilities of today’s technology.” Television campaigns are a key component of TheHomeMag’s broader strategy which is to draw attention to its suite of offerings. Marketplace represents a significant investment in technology aimed at improving the customer experience. This platform provides homeowners with access to a wide range of professionals, complete with detailed profiles, photos, and videos of their completed projects. The AI-powered assistant is available 24/7 making it easier for homeowners to find the right service providers for their projects. This technology-driven approach is designed to address some of the most common pain points in the home improvement process, such as finding reliable contractors and managing multiple quotes.
By combining the strengths of its print legacy with digital tools, the use of television commercials are a next step testament to the company’s ability to adapt and thrive in a rapidly changing environment. To see the TheHomeMag commercials, visit their YouTube channel here. Commercial Credits: Campaign Production Companies: Pilot Moon Films & Infrared Creative, Directors: Joel Malizia & Dace Allison, Producer: Joe Dorsey, Executive Producer: Joe Dorsey (Infrared Creative), Contact Information: Joe Dorsey, Director of Photography: John DeMaio, Cast: Scott Adams (Husband), Carrie Lauren (Wife) |
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December 2024
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