lynn debate presentation
TRANSCRIPT
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LYNN DEBATE
October 22, 2012
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Debates vs. DEBATES
Jan. 2012 - Republican Primary in Jacksonville: 200 media, 5-6 million viewers
Oct. 2012 - Presidential Debate in Boca Raton: 3,500+ media, 59.2 million viewers
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TIMELINE2011• March 31 - Applied
• April - May - CPD visits
• Oct. 31 - First public announcement
• Nov. 2 - Press conference
• Nov. 28-29 - Meeting with the CPD in D.C.
2012• June 21 - CPD Media Tour
• Sept. 10-14 - President Ross media tour
• Oct. 3 - Denver debate watch party
• Oct. 11 - Centre debate watch party
• Oct. 16 - Hofstra debate watch party
• Oct. 18-23 - Lynn debate weekend
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NATIONAL MEDIA COVERAGE
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2-PART STRATEGY
PR campaign (1 year)Media event (4-5 days)
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PR CAMPAIGN
Telling Lynn’s Story
• Debate2012.lynn.edu/stories
• Weekly / Daily Tip Sheets
• Experts List
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PR CAMPAIGN
Social Media
• New Platforms
• Google Street View
• Worked with Google, foursquare and Twitter directly
• Student Story-Tellers
• Social Media Lounge
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SOCIAL NUMBERS
YouTube• 1 hour of edited footage & 49 videos
Google+• 4 Hangouts
foursquare• 132 check-ins at volunteer headquarters
Flickr• 2,000+ photos
Instagram• 1,400+ #lynndebate photos
Facebook • Impressions spiked from 86,579 to 934,258
Tumblr• 146 posts
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TWITTER#lynndebate was trending top 3 nationwide and top 5 worldwide
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MEDIA EVENTInside the Fence vs. Outside the Fence
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INSIDE THE FENCE
• Media Filing Center
• Debate Tip Sheets
• “Ask Me” Signs
• Student/Faculty Experts
• 5 CPD Media Tours
• 3 Press Conferences
• Conference Calls
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OUTSIDE THE FENCE
Staged Media & Weekend Events
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OPERATIONS
• Branding
• Social Media Policy
• Crisis Communication
• Volunteers
• Interviews & Credentialing
• Control
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WAS IT WORTH IT?
• $4.9 million to host
• 59.2 million viewers
• Largest FOX viewership
• 3,500+ media on campus
• Untold social impressions
• $13.1 million in local economic impact
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EARNED MEDIALynn University
• $63,724,378 in ad value
• 503 million news circulation
• 33,000+ news stories
Boca Raton
• $50,470,622 in ad value
• 348 million news circulation
Palm Beach County
• $2,450,425 in ad value
• 28 million news circulation
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CHALLENGES & OPPORTUNITIES
• Staff capacity
• Finding stories that will resonate
• Leveraging social
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KEY TAKEAWAYS
• Set realistic goals• Be student-centric• Increase name recognition
• Enhance Lynn’s brand
• Focus and simplify• Project Tasks• Messages to internal &
external audiences
• Always tell your story