The Loop: A 360 Approach to Public Relations in Chicago

Public Relations Report The Loop: A 360 Approach to Public Relations in Chicago

By: Luke Crawford, Regional Conference Coordinator David Watta, Chapter President / Hospitality Director Michelle Graven, Executive Outreach Liaison Rhiannon Austgen-Carty, Community & Chapter Outreach Liaison Lacey Hopkins, Volunteer Relations Chair 1

Table of Contents Summary Date Location Hotel Agencies Ogilvy PR Motion PR GolinHarris Red Frog Events Edelman Fleishman Hillard Welcome Mixer Flagship Starbucks on Oak and Rush (Store #202) Conference The Grossman Group Auditorium (Film Row Cinema) Schedule Digital Website Facebook Twitter Eventbrite Conference Committee Luke Crawford David Watta Michelle Graven Rhiannon Austgen-Carty Lacey Hopkins Attendees Guest Breakdown Income Sponsors Media Coverage PRSA A Chicago Thing BurrellesLuce Illinois State University PRSSA Progressions PRSSA UWEC PRSSA PRSSA-SE Member Blog Columbia College Chicago Main Website Story 2

Summary Title Sub-Title

"The Loop" a 360 approach to Public Relations in Chicago

Purpose

Educate pre-professionals about the practice of Lifestyle PR in Chicago

Lifestyle PR Includes Restaurant Celebrity Fashion Message 1

The TRADITIONAL format of Lifestyle PR

Message 2

The DIGITAL format of Lifestyle PR

Message 3

The contemporary format of PITCHING to media

Summary

The mission of our college is to inspire students to become innovative artists and communicators by fostering creativity, critical thinking, and social consciousness. Our PRSSA Chapter would like to reflect our college's mission by inviting speakers of various concentrations within the field of lifestyle public relations. Located within the Loop of downtown Chicago, our urban campus is surrounded by some of the most influential public relations agencies in the country, making our institution the ideal location to host a nationally affiliated regional conference. With multiple speakers within each of the featured concentrations, we hope to bring value to our attendees by providing them a complete 360 "loop-style" approach to public relations, thus uniting our theme.

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Date

March 7 & 8, 2014 8:00a.m. - 5p.m. each day.

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Location Hotel The Blackstone Renaissance Hotel 626 S Michigan Ave, Chicago, IL 60605

Agencies Ogilvy PR 350 W Mart Center Dr, Chicago, IL 60654 Nicole Bersani

nicolebersani@gmail.com

224-381-2554

Motion PR 205 W Randolph St #1150, Chicago, IL 60606 Caroline Baumgartner

caroline@motionpr.net

GolinHarris 875 N Michigan Ave, Chicago, IL 60611 Kerry Robinson

Media Manager

krobinson@golinharris.com

312.729.4141

Red Frog Events 320, W Ohio St, Chicago, IL 60654 Nicole Boven

Director of Dreams

nicole@redfrogevents.com

Edelman 200 E Randolph St #63, Chicago, IL 60601 Allison Rudick

Talent Recruiter

Allison.Rudick@edelman.com

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312-240-3371

Fleishman Hillard 200 E Randolph St, Chicago, IL 60601 Brian Rehme

Senior Account Executive

Brian.Rehme@fleishman.com

Welcome Mixer Flagship Starbucks on Oak and Rush (Store #202) 1003 N Rush St, Second Floor, Chicago, IL 60611

Conference The Grossman Group Auditorium (Film Row Cinema) 1104 S Wabash Ave, 8th Floor, Chicago, IL 60605 Neil Jimenez

Film Row Cinema

njimenez@colum.edu312.369.6815

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Schedule March 7, 2014 Day 1 (Optional) 8:00am - Registration 9:00am - Agency Tour #1 GolinHarris - Group 1 Motion PR - Group 2 Red Frog Events - Group 3 12:30pm - Ogilvy Case Study Competition - Group 1 & 2 2:30pm - Agency Tour #2 Edelman - Group 3 4:00pm - Agency Tour #3 Fleishman Hillard - Group 3 5:00pm - Welcome Mixer - Open Invite

March 8, 2014 Day 2 ( Conference) 8:15am - Registration 9:00am - Conference Introductions - David Watta & Luke Crawford 9:15am - National Committee Allotted Time - Ben Butler 9:30am - Morning Keynote Derek Cuculich “5 Essential PR Practices to Get You Noticed and Advance Your Career” 10:30am - Break 10:45am - Session 1 Caleb Gardner “How to get and avoid press through social” Brian Price, Kevin Saghy and Ellie Lange “Inside the Front Office: Working and Interning in Sports PR” 11:45am - Lunch (On your own) 1:00pm - Break 1:15pm - Session 2 Roland Cailles “Facing Obstacles as a Millennial” Ashley Lavore “Money, Money, Money!”

2:15pm - Break 2:30pm - Session 3 7

Tressa Robbins “Media Relations: Traditional, Digital, Social.”

John Bistolfo “Graphic Design 101” 3:30pm - Break 3:45pm - Afternoon Keynote Ryan Beshel and Kate Jacobsen “Runway to Reality: A Backstage Look into the World of Fashion PR” 4:45pm - Closing Address - Brian Price 5:00pm - Conclusion of Conference

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Digital Website Link

Analytics

Total views of The Loop website by week. As expected, the week of March 3rd-the conference weekwith 1,639 views.

February was the month with the most views (3,565). Monday, March 3rd was the single day with the most views (330).

Site views sorted/measured by month.

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Facebook Link

Analytics

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Twitter Link

Analytics

@TheLoopRC was retweeted 492 times, and favorited 728.

NOTE: We used the hashtag #360RC for all of our campaigns. According to one of the analytics sites, over 3000 tweets were generated using our hashtag!

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Eventbrite Link

Analytics

Day with most Page Views: Feb 12, 2014 (37 Pageviews)

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Conference Committee Luke Crawford Regional Conference Coordinator -

Luke Crawford is a junior at Columbia College Chicago. He is double majoring in Live & Performing Arts Management and Public Relations. He is in his second year with PRSSA and has been involved in many events within the past year as the Director of Special Events for his chapter.

He helped organize and run 2013’s CommUNITY Regional Conference with Valparaiso University, worked tirelessly for external Public Relations and Marketing for Manifest Urban Arts Festival 2013, and assisted in organizing Industry Nights, a networking event for all junior and senior Public Relations majors at Columbia. He has also worked as the Experiential Marketing Associate as well as the Event Coordinating Intern for a start-up, franchising company here in downtown Chicago. He believes that fostering relationships with individuals is one of the most pure and exciting professional practices in the PR Industry. Luke has a passion for events and trusts “The Loop” will reflect this mentality and hopefully will have a great impact on those who attend. @lukeacrawford

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David Watta Hospitality Director -

David Lee Watta serves as the current President for the Public Relations Student Society of America chapter at Columbia College Chicago. Watta is a sophomore student at Columbia, where he studies marketing communication while concentrating in public relations. With past experience as chapter Director of Communications, Watta executed several digital campaigns that contributed to the award winning success of the organization. As Hospitality Director of The Loop, David’s top concern is making sure every conference attendee’s trip to Chicago is an enjoyable one. Email him directly, here, with any questions you may have about the Windy City or our conference. On campus, you’ll most likely find Watta in the Think Tank on the eighth floor of the 624 S. Michigan building.

When he’s away from campus, he’s not too far from home. Find Watta in the French Market, as he frequently gallivants around the Fulton River District/West Loop neighborhoods in search of delicious food. Engage with Watta on social media, he can be found at @davidleeWATTA.

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Michelle Graven Executive Outreach Liaison -

Michelle Graven serves as the Executive Outreach Liaison for “The Loop” conference. She is a junior Marketing Communications student concentrating in Public Relations. Graven is a huge Disney buff. Her favorite quote is from Walt Disney himself, “All our dreams can come true, if we have the courage to pursue them.” She lives her life to the fullest and believes if you can dream it, then there is not reason you cannot do it. Graven is looking forward to the case study competition sponsored by Ogilvy. She believes that it will be a great opportunity for participates to not only better themselves, but it is once in a lifetime to be able to personally learn from the experience of Ogilvy employees who have worked in the field. Graven is very friendly. Feel free to approach her at the conference, she probably has already reached out to you!

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Rhiannon Austgen-Carty Community & Chapter Outreach Liaison -

Rhiannon Austgen, an active member in PRSSA has hopes to become a public relations agent in the fashion industry. Only a sophomore and in her first year being a Marketing Communications student she has already received so much experience by volunteering for anything she can. Austgen came to Columbia College Chicago as a photography student but after taking a few classes she felt as if something was missing. She stumbled upon Columbia’s PRSSA chapter and quickly immersed herself with Manifest, which was the event PRSSA was working on at the time. After realizing Marketing Communication was what she wanted to practice as her career she became even more immersed with public relations and event coordinating. Austgen has always been a social girl ever since she can remember. From introducing herself to random people on the street to making deep connections with the friends she meets in class. “Never feel shy to come up and start a conversation with anyone they are just eager to get to know you,” Austgen says.

Though, only a short amount of time Austgen has spent as a marketing communications major, she knows it was the best decision in her life. Austgen is overjoyed with the opportunities PRSSA has given her and she would love to share the opportunities.

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Lacey Hopkins Volunteer Relations Chair -

Lacey Hopkins, originally from California, is new to Columbia College Chicago this semester and is excited to take on the Windy City! Hopkins majors in fashion business but is also interested in pursuing a minor in public relations. In her opinion, she feels that PR is a crucial part of the world and is necessary for all leading professionals to understand. As Volunteer Relations Chair, Hopkins finds that the experience of leadership and the rewards that come from being actively involved in PRSSA are truly priceless. She loves to create, interact and be apart of every opportunity that is presented to her in a big way. Hopkins is always looking for personal growth, as she happily welcomes change. When she doesn’t have her hands full, Hopkins can be found painting, exploring the city or planning her upcoming backpacking trip through Europe!

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Attendees Guest Breakdown ●

215 Total ○ 167 Attendees ■ 84: 2-Day1 ■ 83: 1-Day ○ 21 Volunteers2 ○ 12 Comp3 ○ 10 Speakers ○ 5 Committee Members

(Map of Attendees who paid for tickets. Not including Comp Tickets)

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Of the 84 2-Day Tickets, 37 were purchased as “Early Bird” & 47 were purchased as “EXTENDED Early Bird” POC Volunteers: Erica Garcia, Juliana Reuter, Maggie Rodriguez, Katie Hammon, Jasmine Wiley, Jennifer Guevarra, Cody Davis, Holy Motiff; Moderator Volunteers: Isaac French, Nicole Yiokes; Welcome Volunteers: Dawn Porter, Teddie Vanisha, Jacqueline Johnson; Registration Volunteers: Bria Rodgers, Kara Vana, Anna Calubayan, Kathryn Walters, Maria Castellucci; Photography Volunteers: Begina Armstrong, Jovan Landry, Jordyn Kilgore.

3 Tickets were comped for representatives of the Marketing Communication Department and/or helpers from Seattle or New York City. (Julie Trieschmann, Julie Harris, Sandra Allen, Alyson Pettet, Shanida Akintonde, Jillian Carlson, Liz Dunlop, 3 PRSA Representatives, and the two “+1’s” of Ryan Beshel.)

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Income Two-Day Tickets ($50 each) 84 tickets sold = $4,200

One-Day Tickets ($35 each) 83 tickets sold = $2,905

Total Revenue from Ticket Sales = $7,105

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Sponsors The Grossman Group $500 & donation of books- Platinum Sponsor -Logo on signs -Logo on marketing materials -Room name at Regional Conference (The Grossman Group Auditorium) -Featured post on Facebook

The National Headache Foundation $150 & Handouts - Silver Sponsor Logo on signs Logo on marketing materials

Bark Designs $150 & Handouts - Silver Sponsor Logo on signs Logo on marketing materials

Ogilvy Public Relations Nominal Use of space and employees for Case Study Competition

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Media Coverage PRSA http://www.prsachicago.com/events/prssa-regional-conference-the-loop-a-360-approach-to-public -relations-in-chicago-march-7-8/

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A Chicago Thing http://www.achicagothing.com/columbia-college-chicagos-prssa-takes-a-360-approach-to-publicrelations-in-chicago/

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BurrellesLuce http://www.burrellesluce.com/freshideas/2014/02/the-loop-a-360-approach-to-public-relations-regi stration-now-open/

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Illinois State University PRSSA http://www.isuprssa.com/3/category/conference/1.html

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Progressions PRSSA http://progressions.prssa.org/index.php/2014/03/24/a-360-degree-look-at-public-relations-prssa-201 4-regional-conference/

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UWEC PRSSA http://uwecprssa.wordpress.com/2014/03/26/regional-conference-at-the-loop-chicago/

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PRSSA-SE Member Blog http://prssa.se/2014/03/24/member-blog-sayanti-bhowmick-loop-2014-prssa-regional-conference/

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Columbia College Chicago Main Website Story http://blogs.colum.edu/press-releases/2014/02/28/prssa-chapter-wins-regional-conference-bid/#.U1l 3Uce0b8O

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