Pitching an Earth Day Feature Pays Off
The Fort Worth Star-Telegram averages 96 pages daily and
reaches nearly 230,000 readers in the Fort Worth/Arlington metro
area and 14 surrounding counties. SHW Group Architects designs
sustainable schools. Many of its clients and prospects operate
in the North Texas region.
SHW Group’s Fort Worth partner believed that the story of
Bransom Elementary, a new prototype school for Burleson ISD, with
its use of "smart" energy features, such as low VOCs,
extensive daylighting, rainwater harvesting, and a naturalist curriculum,
deserved to be recognized. More importantly, by telling the Bransom
Elementary story, SHW Group Architects hoped to gain greater visibility
for its award-winning and financially feasible sustainable school
With Earth Day just a few months away, Marek & Company recommended
a "green pitch" to The Fort Worth Star-Telegram.
The problem, however, was the intensity of other “green pitches” and
the limited capacity of the paper to cover every unique news story
related to Earth Day.
Compounding the situation was the fact that Bransom Elementary’s
Grand Opening had been featured in a prior issue of the paper --
meaning no interest from either the Education or Business sections.
So Marek & Company scouted other sections seeking both strong
placement and a seasoned, "green" writer on staff.
That homework paid off handsomely with this outstanding profile
of the school and the architects in the paper’s Family section
on Earth Day! As a result of the coverage, a high profile, statewide
magazine requested a follow-up interview with the firm and its
principals for an upcoming issue featuring sustainable architecture.