CASE STUDY

Event Communications Campaign for the Texas Legislative Black Caucus February 2, 2011 March 1, 2011

Summary

ne month out from the Texas Legislative Black Caucuss (TLBC) 11th biennial African American Summit, BGP Strategies (BGP) was brought on to help boost registration numbers to a level on par with Chairman Sylvester Turners expectations. At the onset BGP used a broad approach, disseminating a series of press releases featuring five different leads to targeted media sources, including large-market daily newspapers, African-American community publications and online university news sources. As the event neared we began pushing the Conference heavily online using large-scale e-mail blasts to African American-owned HUBs and a Facebook event invitation drive that used the networks of every Caucus member. When the Sunday night Biz Markie kickoff event was confirmed, we initiated a Capitol-wide door-to-door promotion effort, making contact with every House and Senate office. We also publicized the event online on blogs, event calendars, and on Facebook with event invitations and continual updates over the course of two weeks. In the last week, we followed up with major contacts for confirmations and elicited their help for final word-of-mouth awareness. The final result was a more than 300 percent increase in total registrants.

Notable Numbers
Initial Registrants: Just over 600 Final Tally: More than 2,400 + day visitors

RESULT: 300% increase

Contacted: 2,576 African-American-owned HUBs 18 Colleges/Universities 28 Press and media organizations 2,895 Facebook friends 152 Offices of elected officials

Without making Facebook a specific priority, BGP still dramatically increased TLBCs Facebook presence with:

235% 663% 332% 400%

in New Likes in Monthly Users in Post Views in Positive Feedback

Tactics
Press Releases.
By using a series of five different leads, BGP could pitch different media contacts with the most newsworthy angle for the Summit.

Contact: Murry Matthews (512) 463-0554 texaslegislativeblackcaucus@gmail.com www.texaslegislativeblackcaucus.com FOR IMMEDIATE RELEASE: February 9, 2011 TLBCs Marquee Event Draws Near AUSTIN, Texas The Texas Legislative Black Caucus (TLBC) hosts its 11th African American Summit in Austin at the end of the month on Monday, February 28 and Tuesday, March 1. The Conference, held at the Sheraton Hotel near the Capitol, gathers policy makers, elected officials, community activists and future leaders from across Texas for productive and thought-provoking policy forums during the 82nd Legislative Session. Registration and attendance to all events are free. This years Summit will focus on African Americans Staying Relevant in the Midst of Changing Demographics, and will feature big-name speakers Debra Lee, CEO of BET, and CNN media personality Roland Martin giving their perspectives on the topic. On Monday morning the Conference will open with a series of panel discussions at the Capitol covering such topics as the Power of Students to Effect Change, and Mentorship: Reaching Back to Pull Forward, as well as roundtables with young elected officials, business titans and policy professionals. A luncheon and more discussion will follow in the afternoon at the hotel, and the premier event of the Conference, the 2011 TLBC Scholarship Banquet, will be held from 7 p.m. to 9 p.m., where the TLBC will award more than 50 scholarships and more than $100,000 in awards. A breakfast and more powerful talks are also planned for Tuesday morning at the hotel. To register online for free visit: http://tinyurl.com/TLBCregistration. For room reservations at the Sheraton, contact (512) 478.1111. To share this information on the Web go to http://tinyurl.com/TLBCevent for the Facebook event invitation and http://tinyurl.com/TLBCfb for TLBCs official Facebook page. The Caucus Web site is www.texaslegislativeblackcaucus.com. The TLBC, formed in 1973, is a 501(c)(3) non-profit, non-partisan organization composed of 17 members of the Texas House of Representatives committed to addressing the issues African Americans face across the state of Texas. Rep. Sylvester Turner (D-Houston) is the TLBC Chairman for the 82nd Session. State Senators Rodney Ellis and Royce West, the two members who comprise the Senate Legislative Black Caucus, are included in every TLBC initiative as well. ###

African American Summit Focuses on Staying Relevant AUSTIN, Texas With the makeup of Texas and many other states rapidly changing, the Texas Legislative Black Caucus (TLBC) has themed its 11th Summit African Americans Staying Relevant in the Midst of Changing Demographics. The Conference takes place at the Sheraton Hotel near the Capitol at the end of the month on Monday, February 28 and Tuesday, March 1. TLBC Chairman Sylvester Turner said he wants leaders in the black community to realize that this years theme and the fact that the Summit coincides with the legislative session should not go unnoticed. There are some daunting issues before the Legislature this session. The proposed budget cuts, redistricting and other measures could have a real impact on the African-American community, so its crucial that we are visible and well-connected with one another, Turner said. This years Summit will also feature big-name speakers Debra Lee, CEO of BET, and CNN media personality Roland Martin giving their perspectives on the topic.

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African American Summit Brings Big Names to Austin AUSTIN, Texas Debra Lee, CEO of BET, and CNN media personality Roland Martin will speak in Austin at the Texas Legislative Black Caucuss 11th African American Summit. The Conference takes place at the Sheraton Hotel near the Capitol at the end of the month on Monday, February 28 and Tuesday, March 1. Registration and attendance to all events are free. Lee and Martin are expected to give their perspectives on the theme of this years Summit, African Americans Staying Relevant in the Midst of Changing Demographics. Some of the issues the African-American community faces all over the country are the very same that need to be addressed here in Texas. Im thrilled to have such prominent national voices on board to help us increase visibility and foster a real conversation as the Session progresses, TLBC Chairman Sylvester Turner said. The Conference gathers policy makers, elected officials, community activists and future leaders from across Texas for productive and thought-provoking policy forums during the 82nd Legislative Session. On Monday morning the Conference will open with a series of panel discussions at the Capitol covering such topics as the Power of Students to Effect Change, and Mentorship: Reaching Back to Pull Forward, as well as roundtables with young elected officials, business titans and policy professionals. A luncheon and more discussion will follow in the afternoon at the hotel, and the premier event of the Conference, the 2011 TLBC Scholarship Banquet, will be held from 7 p.m. to 9 p.m., where the TLBC will award more than 50 scholarships and more than $100,000 in awards. A breakfast and more powerful talks are also planned for Tuesday morning at the hotel. To register online for free visit: http://tinyurl.com/TLBCregistration. For room reservations at the Sheraton, contact (512) 478.1111. To share this information on the Web go to http://tinyurl.com/TLBCevent for the Facebook event invitation and http://tinyurl.com/TLBCfb for TLBCs official Facebook page. The Caucus Web site is www.texaslegislativeblackcaucus.com. ###

Hip-hop Legend Biz Markie to Perform at TLBC Summit AUSTIN, Texas Biz Markie, beatbox pioneer and singer of the hit Just A Friend, will DJ/perform Sunday night, February 27, at the Sheraton Hotel near the Capitol at the Texas Legislative Black Caucuss African American Summit kickoff. Attendance to this event and the Conference is free but you must register at www.tinyurl.com/TLBC2011 to be put on the list. Doors at 8:30 p.m. This years Summit will focus on African Americans Staying Relevant in the Midst of Changing Demographics, and will also feature big name speakers Debra Lee, CEO of BET, and CNN media personality Roland Martin giving their perspectives on the topic. Other special guests and performers include Loretta Devine (Houston native who has acted in many projects including Grey's Anatomy and Waiting to Exhale), Lee England, Jr. (Hip-hop violinist) and Natural Change (Dallas-based R&B and jazz band). The Conference gathers policy makers, elected officials, community activists and future leaders from across Texas for productive and thought-provoking policy forums during the 82nd Legislative Session.

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African American Summit Dovetails with Black History Month, Session AUSTIN, Texas As Black History Month concludes the Texas Legislative Black Caucus will stress staying relevant despite changing demographics as it hosts its 11th African American Summit in Austin. The Conference takes place at the Sheraton Hotel near the Capitol at the end of the month on Monday, February 28 and Tuesday, March 1. Registration and attendance to all events are free. TLBC Chairman Sylvester Turner said that the timing of the Summit serves to foster a real conversation about several important topics for black leaders from all over the state. With a daunting session upon us, this is a great opportunity for a confluence of ideas and concerns on how we can be visible and well-organized in addressing some of our most pressing issues going forward, he said. This years Summit will also feature big name speakers Debra Lee, CEO of BET, and CNN media personality Roland Martin giving their perspectives on the theme of staying relevant amid changing demographics. On Monday morning the Conference will open with a series of panel discussions at the Capitol covering such topics as the Power of Students to Effect Change, and Mentorship: Reaching Back to Pull Forward, as well as roundtables with young elected officials, business titans and policy professionals. A luncheon and more discussion will follow in the afternoon at the hotel, and the premier event of the Conference, the 2011 TLBC Scholarship Banquet, will be held from 7 p.m. to 9 p.m., where the TLBC will award more than 50 scholarships and more than $100,000 in awards. A breakfast and more powerful talks are also planned for Tuesday morning at the hotel. To register online for free visit: http://tinyurl.com/TLBCregistration. For room reservations at the Sheraton, contact (512) 478.1111. To share this information on the Web go to http://tinyurl.com/TLBCevent for the Facebook event invitation and http://tinyurl.com/TLBCfb for TLBCs official Facebook page. The Caucus Web site is www.texaslegislativeblackcaucus.com. ###

Press Hits.

The BGP team was able to get a wide range of traditional and nontraditional coverage by using a variety of approaches.

QUORUM REPORT

DALLAS MORNING NEWS NEIGHBORS

Posted in Cedar Hill, Lancaster, South Dallas, Oak Cliff and Duncanville regions

AUSTIN CHRONICLE

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BLOG COVERAGE

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FACEBOOK MEDIA PROMOTION

Major online media sources tagged here to feature event in widely read newsfeeds.

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Facebook Events and Online Publicity.

Internet promotion was key to a successful turnout because a significant portion of the Caucuss target attendees looks to the Web for information about events.

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HAND-DELIVERED MEMO TO CAUCUS STAFF

2011 African American Legislative Summit February 28th & March 1st, 2011 Subject: Date: Contact: TLBC Summit Online Outreach Efforts February 15, 2011 Stephen Cortes or Joe Deshotel (512) 551.0120

To all members of the Texas Legislative Black Caucus: On behalf of the TLBC, we have reached out to local and state media, HBCUs, Austin-area colleges, urban community organizations, and black elected officials to increase attendance at this years Summit. Our current efforts have been effective, but the largest untapped resource is the more than 20,000 friends that are already a part of Caucus members vast Facebook networks and in the TLBCs target audience. Raising awareness of this event in each district can increase the personal profile of the member, expand the outreach of the Caucus, build enthusiasm for African-American causes and establish the foundation for a dedicated online network. A Facebook invitation for the TLBC Conference has been created so members may share it with their friends and capitalize on this chance to reach out. You can share the invitation most simply by signing into your personal profile, entering the link below and following these simple instructions. An e-mail containing this information was also sent to your staff last week. If you do not think you will be able to do this or will not have time please let us know so we can make arrangements to get it done. We look forward to helping make this a well-attended and successful conference. Please see page 2 for instructions on sending out the Facebook invitation to your network. Thank you and please do not hesitate to call or e-mail regarding questions or suggestions. Joe@BGPstrategies.com M: (409) 781-4651 O: (512) 551-0120 Stephen@BGPstrategies.com M: (254) 723-5659 O: (512) 551-0120

[PAGE 2]
Sharing the TLBC Conference Invitation from personal Facebook pages 1.) 2.) 3.) 4.) 5.) 6.) Sign into your personal profile on Facebook. Visit: http://tinyurl.com/TLBCevent Click Attending Then + Select Guests to Invite Invite ALL of your friends. This will take a while if you have thousands in your network. We suggest creating a list first so in the future you may use the select all feature (please contact us if you need help with this). In Add a personal message box include, Join us for the 11th biennial Texas Legislative Black Caucus Conference. Registration is completely free, but seating at main events will be limited. Please share this invitation with your friends or a similar message. Click Send Invitations Post this link: http://tinyurl.com/TLBCevent from both personal and fan pages.

7.) 8.)

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CROSS PROMOTION ON CAUCUS MEMBERS FACEBOOK PAGES

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The Biz Markie Summit Kickoff Event.

Because Biz Markie could appeal to a much different demographic and the event was on Sunday night before the Conference even started, BGP employed a separate campaign to specifically highlight such a unique performer.

RADIO SPOTS

BIZ MARKIE RADIO SPOTS :30 BIZ: This is DJ and Hip-Hop Artist Biz Markie. Its Black History Month and I want to share with you a chance to celebrate our rich culture and to take an active part in shaping the future of Black America. The Texas Legislative Black Caucus is hosting its 11th Summit in Austin on Sunday February 27th through Tuesday March 1st with featured speakers Roland Martin and B.E.T.s CEO Debra Lee. All events are FREE but you MUST register to attend. You can register and find more information at: www.TexasLegislativeBlackCaucus.com. [Closing Remark] :15 BIZ: Join me, Biz Markie, in Austin for the Texas Legislative Black Caucuss African American Summit from Sunday February 27 through Tuesday March 1. All events are FREE but you must REGISTER at www.TexasLegislativeBlackCaucus.com. [Closing Remark]

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BLOGS AND ONLINE EVENT CALENDARS

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FACEBOOK

Colleges and universities tagged to target younger demographic.

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