Case Study: Should Could Dream Tour

THE TASK

We were challenged with the following:

- Making sure the impact and conversations from the tour continued in the digital world and traditional media after each tour stop.

- Increasing social media engagement amongst target audiences during live experiences and on social media platforms.

- Engaging key stakeholders and influencers to maximize sponsorship opportunities.

- Creating a succinct approach to tour outreach and expansion, capturing live experiences and testimonials, creating shareable content, gathering tour analytics and metrics, and showing tour impact to rally continued support and coverage.

THE APPROACH

We created a branded digital campaign centered around the tour’s live experience using the branded hashtag #shouldcoulddream, in an effort to engage target audiences during experiences and after.

Implemented methods and tools to gather pertinent marketing data by creating surveys, auditing brand’s current data, and creating a strategic process for analytics and monitoring data.

Activated tour production team to capture live experiences and testimonials in an effort to generate shareable content that students and stakeholders could engage post-event.
 
Established a press tour and activated radio advertisements in target markets for DC, MD, and Virginia.
 
We created marketing collateral, sponsorship decks, and fact sheets for tour out reach to schools and potential sponsors, while using an intermix of direct marketing.

THE RESULTS 

133.4 M in Digital Reach throughout the school year.

At the height of the tour, in a single day our client was trending over Kim Kardashian, How to Get Away With Murder, Scandal, and other trending topics in the Washington, DC market. Tour partner WPGC-FM was second trending in the DC target market. One average tour week digital reach amassed was anywhere from 700k-12M+

Tour key sponsors like WPGC came on board along with existing partners and sponsors like sports zone and Chick-fil-A. 

Television broadcast, radio, and digital coverage was garnered in outlets like The Armstrong Williams Radio and Television Show on Sirius/XM Satellite Radio 126, WPGC 95.5 FM, WUSA Channel 9, amongst others.

The expanded tour goal of 100 schools in one school year was reached, impacting more than 350,000 students throughout the region, with #shouldcoulddream trending at 97% of tour stops.

Highschool + Middle School Tour Experience