In communities across America, Sears Heroes have quietly transformed the lives of veterans and military families through thousands of home improvement projects. Since 2007, more than 4,100 volunteers had dedicated 39,000 hours to Rebuilding Together initiatives—yet these stories of service remained largely untold. When E&V joined the team in Fayetteville, North Carolina, they faced a challenge not of construction, but of connection: how to amplify these acts of service to a national audience.
The E&V team designed a comprehensive media relations strategy focused on the upcoming Heroes at Home event in Miami — a perfect opportunity to showcase Sears’ commitment to military communities.
The approach resembled a well-planned construction project: laying foundation through carefully crafted press releases and media advisories, building unique pitch concepts to capture national attention, and adding specialized elements like a satellite media tour featuring NFL Hall of Fame quarterback Kurt Warner as Sears’ celebrity spokesperson.
“We needed a strategy that worked on multiple levels — from local interest stories to national coverage — all while keeping the focus on the volunteers and families being served,” noted the team as they prepared for on-the-ground media coordination and development of electronic press kits.
On event day, the team executed with contractor-like precision. They managed satellite media tours, coordinated on-site press opportunities, and captured compelling visual content showing Sears Heroes in action.
Rather than just focusing on the corporate sponsorship angle, they highlighted personal stories of military families receiving assistance and the dedicated employees who volunteered their time and expertise. They carefully documented the transformation of homes — and lives — creating a rich visual narrative that news outlets could easily incorporate into their coverage.
Every interaction was meticulously managed to maximize positive exposure for both Rebuilding Together and Sears.
The results exceeded all expectations: 559 earned media placements, 611 million impressions, and an audience reach of more than 24 million nationwide for the Miami event alone.
The satellite media tour secured 17 national broadcast targets, including prime exposure with Kurt Warner that elevated the initiative’s visibility. This comprehensive coverage not only highlighted Sears Heroes’ impact in Miami but also raised awareness for the broader mission of supporting veterans and military families across the country.
What began as a media relations project evolved into a long-term partnership, with E&V continuing to amplify these stories of service nationwide.
The true success of this campaign wasn’t just measured in impressions and placements, but in how effectively it communicated the authentic spirit of service that drives Sears Heroes in communities across America.
