LYNN DEBATE

October 22, 2012

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

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

NATIONAL MEDIA COVERAGE

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 EVENTInside 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 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

CHALLENGES & OPPORTUNITIES

• Staff capacity

• Finding stories that will resonate

• Leveraging social

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