Client: IT'S TIME TEXAS Industry: Nonprofit Our Services: Public Relations

Challenge

IT’S TIME TEXAS, a statewide nonprofit organization that champions the movement for a healthier Texas, enlisted Bloom Communications to secure publicity and 50 pieces of earned media coverage for the 2019 IT’S TIME TEXAS Community Challenge to help mobilize schools, businesses, organizations, community members, and leaders toward the common goal of transforming their community’s health. The IT’S TIME TEXAS Community Challenge is a one-of-a-kind statewide competition that spans eight weeks and challenges communities of all sizes across Texas to demonstrate their commitment to healthy living.

Strategy

With the public relations goal to leverage earned media in target markets to promote the IT’S TIME TEXAS Community Challenge, drive participation, and bring about exposure in as many markets as possible for the statewide initiative, Bloom Communications developed a proactive public relations strategy to identify and create creative story angles and secure local, regional, state publication, and digital/editorial coverage in major Texas media markets.

Results

Bloom conducted an aggressive, proactive media outreach plan to increase visibility for the Challenge, participating cities/towns/communities, community efforts, activities, and participants. With Bloom’s support, the six-week public relations campaign spotlighting the IT’S TIME TEXAS Community Challenge resulted in 71 earned media placements across Texas, online and broadcast outlets, surpassing IT’S TIME TEXAS’ initial publicity goal by 42%. Coverage garnered over 2 million audience impressions, including Community Challenge coverage in the Houston Chronicle, Texas Patch, KTBC Fox 7, KLBJ-AM, the Austin American-Statesman, the Valley Morning Star, the Odessa American, and the Beeville Bee-Picayune, among others.