SCOPE OF SERVICE: We were brought on this project, one week before the event, to increase awareness of the 5k run and to manage public relations for both the event and founder Tameka Raymond.
ACTIONS: Our action plan combined an aggressive media relations campaign and social media driven influencer marketing. We secured media placements and interviews with high impacting outlets that would focus on her desire to honor her son, rather than the “sexy” story about her divorce from pop star Usher Raymond. We also activated a social media based influencer marketing strategy to help spread the word about the event and increase its brand equity by associating it with reputable personalities and organizations. Black Girls Run, R&B singer/Reality TV Personality Syleena Johnson, popular personal trainer Guru of Abs, and Black Men Run USA encouraged their respective audiences to participate by posting a personal message, the link to register and the event hashtag #Miles4Kile.
RESULTS: Without having to offer anyone the exclusive, our efforts resulted in several positive stories about the event, including placements with HipHollywood.com, Centric TV, Essence.com, USAToday.com, HelloBeautiful, TheUrbanDaily.com, RollingOut.com, and BET.com. We also secured interviews for Tameka Raymond with the Associated Press, The Insider, Atlanta’s Streetz 94.5 Morning Show, and WSBTV.