Dallas hosts "Texas-sized" Earth Day festival

June 15, 2012

Change can be a scary thing, especially when your client is a two-year-young organization still trying to establish its brand. So, when the two-day festival Earth Day Dallas announced its move from The Dallas Arts District to South Dallas’ Fair Park for the 2012 event, Richards Partners knew it’d take just the right mix of earned, paid and social media to bring the public along.

Seeing the relocation as an opportunity, festival organizers and their Richards Partners team hit the ground running last fall. Armed with a historic venue and impressive programming, including a speech from former first lady Mrs. Laura W. Bush and a live music performance from Amos Lee, the team drew more than 500 exhibitors and 58,000 attendees to the event April 21 and 22–solidifying it as one of the nation’s largest Earth Day celebrations.

So, how’d we get all those people there? By working closely with our client and by staying true to the organization’s mission to educate and influence the way North Texans live, think and work. Our savvy earned media plan was bolstered by a paid media partnership with KXAS-NBC5, as well as paid online and radio efforts. We believe the numbers speak for themselves:  

  • Earned coverage from more than 226 unique media outlets, including an online article with The New York Times
  • 56 percent increase in earned media impressions
  • 99 percent increase in earned media value
  • 41 percent increase in “likes” on Facebook
  • 30 percent increase in Facebook user engagement during the week of the festival
  • 95 percent increase in @EarthDayDallas Twitter followers
  • 395 percent increase in @EarthDayDallas Twitter mentions
  • 141 percent increase in @EarthDayDallas retweets

This year’s success has firmly planted the festival’s foot in Fair Park, and planning for next year’s event has already begun. For all the details, check out www.EarthDayDallas.org.