How do you plan a redesigned event while communicating decades-old values?

The Challenge

I was charged with helping LeMoyne plan logistics of it’s third annual Art & Soul Celebration fundraising gala, one of the primere social events in the Fall  in Tallahassee, and position the Celebration in alignment with its theme: “Treasures of LeMoyne.”

Strategic Approach

Since LeMoyne was on the heels of a struggling announcement a few months prior, I conceived language to capture the notion that the works for auction were those from North Florida’s and the world’s most beloved artists. The messaging carried throughout all print and online materials including the event website, press releases and pitches and programs. In addition to verifying and identifying art work in LeMoyne’s inventory, I sifted through LeMoyne’s archived documents in order to piece together the biographies of over twenty-five artists. All copy was placed on LeMoyne’s newly designed website. Design work included reformatting sponsor information sheets and advertising specs.

The Results

Art & Soul 2010 raised over $60, 000 and was met with glowing reviews in the Tallahassee Democrat.

The Article

The Sponsor Sheet

Selected Biographies

Selected Placements

Tallahassee 365 Project

Impressions: 500

Visit Tallahassee

Impressions: 16, 113

How do you get people to an exibit in a struggling art gallery?

©LeMoyne Center for the Visual Arts

The Challenge

In May 2010, the LeMoyne Foundation, best known for the LeMoyne Center for the Visual and its art education facility, released a public statement to the press that it was struggling financially and without help, soon to shutdown. Tallahassee community response was overwhelming positive and concern for the sustainability of LeMoyne skyrocketed. Hoping to give back to the community and present itself as a revived and refreshed organization, LeMoyne challenged me to manage public relations of LeMoyne’s first exhibition since the announcement, Thicker Than Water: An Exhibit of Community Concern.

My Role

  • Targeted newspapers, news websites, television and radio broadcast outlets on the Florida pan handle.
  • Posted the event to online community calendars including Tallahassee’s Chambers of Commerce/Tourism.
  • Invited 2010 state legislator, city council, and mayoral candidates who I knew would use the event to their political advantage and would draw additional guests.
  • Managed strategic partnerships with two organizations invested in the oil spill,  the Florida Wild Mammal Association and Crude Awakening letter writing campaign.
  • Curated outdoor display of life sized mammal figures and animal cutouts displaying numbers found on the coast.
  • Drew younger demographic by displaying art students’ designed cards for Crude Awakening’s letter writing campaign.
  • Collaborated with a small team to put together a promotional video in which I starred.

Results

  • 200, 000 impressions from television and radio broadcasts CBS affiliate and public radio
  • 570, 000 impressions from print and online outlets on Florida pan handle
  • Exclusive bylined article published in the Tallahassee Democrat Sunday edition
  • 450+ guests at the “First Friday” opening reception
  • Tallahassee Mayor John Marks and 40% of 2010 municipal and state political candidates were in attendance
  • Public radio interview featuring LeMoyne directors and myself

The Bylined Article

The Promo

The Placements

The Tallahassee Democrat

Impressions: 64, 635

WFSU “Culutral Notes” (radio)

In the Grass on the Reef

Impressions: 8, 846

Wakulla.com

Impressions: 6, 814

The Event

Photo Gallery

http://www.flickr.com/photos/wfsumedia/sets/72157624687527098/

How do you introduce a new company to a growing startup scene?

Challenge

Quewey is a question and answer website Quewey pairs information seekers with industry professionals to get advice for making better business decisions. I was charged with helping increase awareness of Quewey, its features and benefits in the Philadelphia Area in order to acquirer new users to the site through media relations. After accessing Quewey’s benefits we thought it best to target three demographics:

  • Philadelphia technology/startup bloggers
  • Philadelphia business community
  • College students

Strategic Approach

In order to do this, I had to figure out barriers to awareness of Quewey and access the competitive media landscape. I then drafted a strategic communications plan that made suggestions beyond media relations and developed a message guide for the entire team to keep conversations with the public consistent.

Philadelphia was named one of America’s hottest up and coming tech scenes and as such, I chose to target local tech bloggers and writers who are interested in furthering tech in Philadelphia, leveraging Quewey’s smart back-end technology. Leveraging Quewey’s connections to the Wharton School at the University of Pennsylvania I pitched leading business newspaper outlet and Penn’s nationally acclaimed student newspaper. Understanding that bloggers will write about the site but not necessarily join, the Quewey team and I contributed to highly trafficked business industry forums such as Wall Street Oasis to integrate Quewey into existing conversations.

Results

  • Exclusive feature in the Philadelphia’s prestigious business newspaper, the Philadelphia Business Journal.
  • Blog placements including Geekadelphia, Philly Tech News and Technically Philly
  • 100, 000 impressions in a 3 week period.
  • Since then, Quewey has also garnered the attention of Fast Company and Small Business Online Community.

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Tech/Business Writers

Daily Pennsylvanian- University of Pennsylvania’s student newspaper

The Press Kit*

*So as not to compromise the company, confidential or sensitive information have been redacted from samples.

Placements

Philadelphia Business Journal- online; print

Impressions: 240,000

http://www.bizjournals.com/philadelphia/print-edition/2012/04/27/have-a-business-query-check-out-quewey.html?page=all

Geekadelphiaonline

Impressions: 6, 866

http://geekadelphia.com/2012/03/14/quewey-turn-business-knowledge-into-bucks/

http://www.phillytechnews.net/2012/03/highlights-last-week-on-philly-tech_19.html

Technically Philly

Impressions: 7, 778

http://technicallyphilly.com/2012/03/16/hack-seeks-submissions-and-funding-worlds-first-computer-turns-66-quewey-launches-private-beta

http://technicallyphilly.com/2012/03/21/tech-firms-in-philly-growing-fast-former-philly-startup-sqoot-in-hot-water over-sexist-remarks-on-hackathon-flyer-startup-roundup

Fast Company- online

Impressions: 592, 741

http://www.fastcompany.com/1830539/why-being-a-meaner-boss-will-help-your-company-and-make-employees-happy

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