Turning a Rally Into Statewide News Coverage

Strategic planning and pitching helps Florida’s school choice movement make history.

Challenge

Turn out the largest education rally in Florida history and then focus attention on it to generate extensive, statewide media coverage in support of the Florida Tax Credit Scholarship as it was under threat from a lawsuit by the teachers union.

Breakthrough

In 2014, the Florida teachers union filed a lawsuit that seeks to end the Florida Tax Credit Scholarship, which would evict some 80,000 poor, mostly black and Hispanic children from their schools. The day after the nation honored Dr. Martin Luther King Jr., we enlisted his son, Martin Luther King III, and other influential civil rights leaders to inspire a rally of more than 10,000 parents, teachers, and students to come to Tallahassee and urge the teachers union to “Drop The Suit!”

Public Relations

Front-page news coverage

Media Coverage

We deployed a wide range of tactics to ensure success and generate media coverage. Our team tailored pitches for each media market, providing reporters with localized data about affected children and families. We helped reporters obtain interviews and video as rally participants boarded buses for Tallahassee. And we created a comprehensive digital media kit with background information, video clips, audio clips, and b-roll. All this led to front-page coverage in eight major Florida newspapers.

Strategic Buys

Newspaper ads

Following the successful rally, we built upon the earned media coverage to conceptualize, design, and place a full-page newspaper ad in the Capital City’s daily newspaper – the Tallahassee Democrat – that highlighted the rally’s messages.

Digital

Rally Recap

Television Spot

We leveraged and amplified the earned media coverage at the rally to create and place a 60-second spot, digital ads, and op-eds in strategic state markets to highlight the rally’s messages.

Outcomes

16,200+

Parents reached with a promotional video via Facebook

3,400+

Parents interacted with or shared the promotional video

150+

click throughs to the Florida Voices for Choices website.

2,300+

Views from parents on of the promotional video on Twitter