Earned Media
Creating moments that captivate the public to earn media and increase visibility.
Context
In October 2020, I led Teach For America DFW to execute a high-impact visibility push to strengthen local awareness and demonstrate mission alignment. To improve local brand recall and and elevate the position of the executive as thought leader, I developed and deployed a multi-channel earned media campaign that paired timely messaging with a large-scale virtual event and a press conference, both designed to engage the public, inspire giving, and reinforce our role in the community.
My Role
Developed the full campaign strategy, including messaging, assets, and media outreach
Produced a press conference featuring key organizational leaders and reporters
Hosted a large-scale virtual Halloween event to showcase impact and engage donors
Prepped executive and other spokespeople on multiple back-to-back press opportunities
Deliverables
Strategic communications plan
Press release with remarks from the executive
Full production of event
Selected Work
Holiday Event Highlights
Media Summary
Press Conference Summary
Results
1000 people registered for the virtual halloween party. With a 90% event attendance rating, this event ranked in the top 5 holiday events in DFW. The event included supplies for 100 students that were sponsored by individual donors who were pleased to see evidence of their contributions at work in real time.
The press conference was well attended with 10 local reporters in attendance in person and virtually.
There were a total of 95 pieces of coverage earned in the month across broadcast, radio, and print