National media coverage for home improvement franchise

GARAGE LIVING

Garage Living, a premium garage renovation franchise, partnered with Axia Public Relations to increase its U.S. visibility and elevate the garage as a focal point in home improvement. Through a strategic earned media campaign, Axia secured more than 200 earned media placements and 27.5 million impressions in 24 months, shifting consumer perception and supporting franchise growth.

The business challenge
Garage Living faced a common but critical hurdle: The garage was often overlooked in home design and remodeling conversations. Despite the brand’s traction, it lacked wider national visibility among consumers, media, and franchise prospects. The company needed to reposition perceptions of the garage from an ignored or cluttered storage area to a usable, high-value living space and establish the company itself as a leader in the growing garage transformation industry.

The solution
Axia designed and implemented a long-term earned media strategy with two primary goals: to reframe the value of the garage in home design and elevate Garage Living’s visibility among consumers and franchise prospects.

Key tactics included:

• National media outreach
  Targeted pitches to lifestyle, consumer, franchise, and design media reframed the garage as a valuable home extension. Coverage highlighted seasonal garage transformations, space optimization, and aesthetic upgrades.
  
  
• Executive visibility
  Axia positioned Garage Living’s leaders as expert sources on franchising, consumer behavior, and home improvement trends, securing podcast interviews and business publication features.
  
  
• Signature campaign development
  Axia leveraged national Garage Improvement Month as a recurring spring campaign. It served as a media hook and storytelling framework, producing more than 14 million impressions in one year.
  
  
• Content integration
  Axia embedded client messaging into broader narratives tied to seasonal trends, market data, and homeowner behavior, resulting in coverage across prestigious outlets.
  
  

The results

Media reach and brand visibility

• 200+ earned media placements
  
  
• 27.5+ million impressions across top-tier print, digital, radio, and television coverage

Business impact

• Increased inbound interest from prospective franchisees
  
  
• Enhanced national brand recognition
  
  
• Repositioned the garage as a critical home improvement zone