Hair Games 2007
MEDIA RELATIONS AND EVENT PLANNING
CHALLENGE
Gain Earned Media Coverage to Raise Awareness of Local Salons’ Competition to Raise Money for a Children’s Charity
Sacramento area salons sought the assistance of Perry Communications Group to help them publicize “Hair Games 2007,” an event where local hair salons compete in a series of competitions with all of the proceeds benefiting local children’s charities through the Active 20-30 Club. The salon owners tasked Perry Communications Group with acquiring pre- and post-event coverage to increase attendance and donations. The client especially wanted to focus on earned media for the finale event.
SOLUTION
Attract Exposure by Pitching the Media
Perry Communications Group developed a press release and pitched it to the local media, concentrating on the neighborhoods where the participating salons were based. As a result of Perry Communications Group’s efforts, pre-event announcements ran in the Capitol Morning Report and The Sacramento Bee. Perry Communications Group was also able to secure a pre-event segment on Good Day Sacramento (CW-31) featuring the organizers of the event as well as models, stylists and footage from a previous event. KCRA-TV (NBC-3) covered the event and the live finale competition with a news camera and reporter. In addition to the pre-event and day-of-event coverage, Perry Communications Group secured post-event coverage in the Natomas Journal’s “Lifestyles” magazine with a full-page story and photos from the finale event.
RESULT
Attendance and Media Exposure for the “Hair Games 2007”
- More than 200 people attended the finale event on October 20, 2007.
- Nearly 500,000 impressions made with stories airing on television and in newspapers.
