Lynn Debate Presentation

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LStephensPR

Technology News & Politics

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

TIMELINE
2011
• 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

2-PART STRATEGY

PR campaign (1 year)
Media event (4-5 days)

PR CAMPAIGN

Telling Lynn’s Story
• Debate2012.lynn.edu/stories

• Weekly / Daily Tip Sheets

• Experts List

PR CAMPAIGN
Social Media
• New Platforms

• Google Street View

• Worked with Google, foursquare
and Twitter directly

• Student Story-Tellers

• Social Media Lounge

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

TWITTER
#lynndebate was trending top 3 nationwide and top 5 worldwide

MEDIA EVENT
Inside the Fence vs. Outside the Fence

INSIDE THE FENCE
• Media Filing Center
• Debate Tip Sheets

• “Ask Me” Signs

• Student/Faculty Experts

•5 CPD Media Tours
•3 Press Conferences
• Conference Calls

OUTSIDE THE FENCE

Staged Media & Weekend Events

OPERATIONS

• Branding

• Social Media Policy

• Crisis Communication

• Volunteers

• Interviews & Credentialing

• Control

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

EARNED MEDIA
Lynn 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

CHALLENGES & OPPORTUNITIES

• Staff capacity

• Finding
stories that will
resonate

• Leveraging social

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Lynn Debate Presentation

1. LYNN DEBATE October 22, 2012

2. 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

3. TIMELINE 2011 • 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

4. NATIONAL MEDIA COVERAGE

5. 2-PART STRATEGY PR campaign (1 year) Media event (4-5 days)

6. PR CAMPAIGN Telling Lynn’s Story • Debate2012.lynn.edu/stories • Weekly / Daily Tip Sheets • Experts List

7. PR CAMPAIGN Social Media • New Platforms • Google Street View • Worked with Google, foursquare and Twitter directly • Student Story-Tellers • Social Media Lounge

8. 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

9. TWITTER #lynndebate was trending top 3 nationwide and top 5 worldwide

10. MEDIA EVENT Inside the Fence vs. Outside the Fence

11. INSIDE THE FENCE • Media Filing Center • Debate Tip Sheets • “Ask Me” Signs • Student/Faculty Experts •5 CPD Media Tours •3 Press Conferences • Conference Calls

12. OUTSIDE THE FENCE Staged Media & Weekend Events

13. OPERATIONS • Branding • Social Media Policy • Crisis Communication • Volunteers • Interviews & Credentialing • Control

14. 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

15. EARNED MEDIA Lynn 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

16. CHALLENGES & OPPORTUNITIES • Staff capacity • Finding stories that will resonate • Leveraging social

17. 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

Lynn Debate Presentation

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