Upward and onward with Earth Day Texas

May 30, 2014

“When you’re finished changing, you’re finished.” Those wise words from Benjamin Franklin rang true for our client Earth Day Texas (formerly Earth Day Dallas) this year.

The relatively young nonprofit came to us in late 2013 with an exciting list of new additions to its annual environmental event each April in Fair Park in Dallas. To make the most of their latest developments, we added a variety of new strategies and tactics to their communications plan.

First, EDTx hired Michael Cain as executive director, bringing years of experience in the film industry to his newest role. We set up interviews with local reporters to build buzz around the organization’s new leadership and his vision for the event.

The organization also decided it was time to expand its focus from North Texas to the entire state, rebranding itself as Earth Day Texas. Our design affiliate RBMM revamped their logo, swapping out some of the Dallas skyline staples with icons from around the state.  

To announce the rebrand, we launched an email program with Richards Relationship Marketing. EDTx’s first email newsletter was distributed to the organization’s list of business contacts, encouraging people to reserve their space for the April event.

As planning got underway, the organization added engaging new elements to spark interest. One exciting addition was the OmniGlobe, a digital, interactive sphere that brings to life the solar system and Planet Earth. We worked with North Park Center, one of the nation’s premier shopping destinations, to secure high-visibility placement of the sphere during the month leading up to Earth Day Texas, complete with signage promoting the event.

To continue the momentum, EDTx participated in a series of kickoff festivities the week prior to their event. We coordinated the first-ever Earth Day Texas Business Roundtable Luncheon on Earth Day, April 22, at the Wyly Theatre in downtown Dallas. The roundtable was moderated by Cheryl Hall, business columnist for The Dallas Morning News, and featured panelists including:

  • Garrett Boone, chairman emeritus and cofounder, The Container Store
  • Thomas E. Meurer, senior vice president and director, Hunt Consolidated, Inc.
  • Tom Pederson, senior vice president and director of sustainability, CDM Smith
  • Norma Rosowski, director of sustainability, The Beck Group

See a news clip on the business roundtable below.

Add a media partnership with NBC DFW, a robust paid media campaign, and strategic media outreach, and EDTx 2014 was a resounding success:

  • 57,000 attendees at the two-day event in Fair Park, a 39 percent increase from the 2013 event
  • Coverage in more than 218 unique media outlets, including USA Today, totaling an estimated 395 million impressions
  • 343 percent increase in Facebook likes

Today, EDTx is the world’s largest Earth Day celebration. Visit earthdaytx.org for updates on next year’s event, EDTx 2015, April 24 through 26 at Fair Park.