Rochman Design-Buildís unique anniversary celebration generated a spike in website traffic and rekindled relationships with past clients.
courtesy Rochman Design-Build Rochman Design-Buildís unique anniversary celebration generated a spike in website traffic and rekindled relationships with past clients.

Rochman Design-Build signs blossomed all over Ann Arbor yards in September, and not because the company had that many projects simultaneously under way. Rather, RDB was celebrating 20 years in business, and 60 past clients were participating in an “interactive scavenger hunt” featuring homes the company has remodeled during that time.

Owner Gary Rochman hatched the idea, hoping to engage the community in “a hunt for signs” in the many neighborhoods where RDB has worked. His nine-person company sent a letter to all past clients. A huge majority (75%) agreed to participate, so RDB had 60 special signs produced, each with a unique number, to post in their yards.

RDB promoted the hunt via e-newsletters and other media, inviting players to visit the company’s website to download game forms. Players had from Sept. 1 to 30 to drive around Ann Arbor, find 60 signs in six ZIP codes, and complete and return the forms.

By early October, the program had generated “great word-of-mouth buzz” and at least two projects, Rochman says. He anticipates that “the better part of this promotion will show fruit in the next six to nine months.” In the meantime, those 60 clients get to enjoy a small gift from the company: locally roasted coffee, packaged in foil bags labeled with the RDB “20 years” logo.

“[There was] lots of talk about how great the coffee was,” Rochman says. He plans to do another tie-in with the local coffee roaster in the future.

—Leah Thayer, senior editor, REMODELING.