Bringing Messaging, and the Community, Together

SITUATION
Colorado Public Radio (CPR) sponsored a Denver visit by StoryCorps, an independent nonprofit project created in partnership with National Public Radio and the American Folklife Center (AFC) at the Library of Congress. It is the largest multi-year oral history project and travels around the country parking its MobileBooth recording and collecting participants’ stories.   

By bringing StoryCorps to Colorado, CPR’s goal was to partner with a nationally known project while helping to raise awareness about its own brand and recent signal change to 90.1FM. LeGrand Hart created a dual messaging platform strategy and Opening Day event that would draw community attention and highlight both groups’ missions.   

SOLUTION
LeGrand Hart partnered with CPR to plan and promote the StoryCorps visit. The Opening Day event was decided on as a celebratory aspect and “kick-off” to the six week visit. Through grassroots community outreach, relationships with Downtown Denver Partnership and Parks Department, and an in-depth marketing and public relations plan that incorporated the dual messaging needs of both organizations, the event was given structure to build media coverage around while encouraging participation from important stakeholders.

EXECUTION
LeGrand Hart identified the two parts to the CPR and StoryCorps marketing support program - media and community outreach and event logistics – then developed a plan to address both elements.

• LeGrand Hart developed messaging that tied the missions of both organizations together under one idea:  Great Conversations. By bringing in StoryCorps, CPR carries out its mission by providing a voice for Coloradoans. A script and agenda for the opening day event spokespersons was provided.
• LeGrand Hart developed a media relations strategy, support messaging and materials. Pitching included outreach to Colorado daily and weekly newspapers, magazines, and morning and evening news. LeGrand Hart targeted outlets that have large audiences or offer smart editorial niches as well as online outlets for community news.
• Working with StoryCorps’ national office, the Downtown Denver Partnership, the Denver Parks Department, local storytelling groups and the CPR underwriting staff, LeGrand Hart worked to produce a media-friendly and focused event.
• LeGrand Hart created an event flow and layout in Skyline Park in downtown Denver that featured an area for the StoryCorps mobile recording booth, event information tables and performances for the afternoon community component.
• LeGrand Hart researched local event listing opportunities and submitted event details eight weeks before to garner community interest in the Opening Day event.
• LeGrand Hart worked with CPR to identify and select “ordinary individuals in extraordinary circumstances” from the Denver area for Opening Day “first pair participants,” a tactic to draw media interest in keeping with StoryCorps guidelines. Once secured and confirmed, the participant profiles were included in press pitches and the participants were prepared for the recording session and made available to speak with the media about their recording booth experience.
• LeGrand Hart reached out to area storytelling groups to determine support for the Opening Day event public entertainment component.  That process led to two groups being selected, the Blue Turtle Tales and Rocky Mountain Storytellers, for an afternoon program at the event site. Twelve storytellers helped to draw foot traffic to the site throughout the afternoon.

RESULTS
By partnering with multiple community organizations and focusing on clear messaging goals, LeGrand Hart worked to ensure that Opening Day was a success. Pedestrians stopped throughout the day to learn more about the project and Colorado Public Radio due to advance notice, park location and day of coverage. Media coverage accrued included mentions of Colorado Public Radio and visible signage supporting the frequency change.

Media impressions of the event totaled 1,145,608 with an advertising equivalency of $45,826. Outlets including the Denver Post, Rocky Mountain News, KWGN/Channel 2, KCNC/Channel 7, KUSA/Channel 9, and Westword featured prominent articles on StoryCorps with mentions of Colorado Public Radio.