Rising Above: 2013 National Alliance for Public Charter Schools Conference


Situation:

To gain visibility for the National Alliance for Public Charter Schools in an increasingly crowded media space, it was crucial for to proactively build positive awareness using nuanced messaging and effective outreach to reach target audiences.


Strategy:

To drive nationwide attention, Larson Communications positioned the National Alliance for Public Charter Schools as the leading voice of the charter school movement framed around the 2013 National Charter Schools Conference. Emphasizing parental demand for more charter schools, Larson executed a series of proactive media announcements designed to build visibility centered the charter movement’s momentum. Critical to success, Larson helped drive coverage using messengers that could be widely understood and supported – including international superstar Armando Christian Pérez, also known as Pitbull.


Solution:

Executing each coordinated piece of proactive communications while managing the day-to-day challenges of a more than 4,000 person conference, LC delivered more than 100 individual media placements in top-tier national and regional publications ranging from NPR to the Miami Herald.


News placements:


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