1. LYNN DEBATE
October 22, 2012

2. Debates vs. DEBATES
Jan. 2012 - Republican Primary in Jacksonville: 200 media, 5-6 million viewers
Oct. 2012 - Presidential Debate in Boca Raton: 3,500+ media, 59.2 million viewers

3. TIMELINE
2011
• March 31 - Applied
• April - May - CPD visits
• Oct. 31 - First public announcement
• Nov. 2 - Press conference
• Nov. 28-29 - Meeting with the CPD in D.C.
2012
• June 21 - CPD Media Tour
• Sept. 10-14 - President Ross media tour
• Oct. 3 - Denver debate watch party
• Oct. 11 - Centre debate watch party
• Oct. 16 - Hofstra debate watch party
• Oct. 18-23 - Lynn debate weekend

4. NATIONAL MEDIA COVERAGE

5. 2-PART STRATEGY
PR campaign (1 year)
Media event (4-5 days)

6. PR CAMPAIGN
Telling Lynn’s Story
• Debate2012.lynn.edu/stories
• Weekly / Daily Tip Sheets
• Experts List

7. PR CAMPAIGN
Social Media
• New Platforms
• Google Street View
• Worked with Google, foursquare
and Twitter directly
• Student Story-Tellers
• Social Media Lounge

8. SOCIAL NUMBERS
YouTube
• 1 hour of edited footage & 49 videos
Google+
• 4 Hangouts
foursquare
• 132 check-ins at volunteer headquarters
Flickr
• 2,000+ photos
Instagram
• 1,400+ #lynndebate photos
Facebook
• Impressions spiked from 86,579 to 934,258
Tumblr
• 146 posts

9. TWITTER
#lynndebate was trending top 3 nationwide and top 5 worldwide

10. MEDIA EVENT
Inside the Fence vs. Outside the Fence

11. INSIDE THE FENCE
• Media Filing Center
• Debate Tip Sheets
• “Ask Me” Signs
• Student/Faculty Experts
•5 CPD Media Tours
•3 Press Conferences
• Conference Calls

12. OUTSIDE THE FENCE
Staged Media & Weekend Events

13. OPERATIONS
• Branding
• Social Media Policy
• Crisis Communication
• Volunteers
• Interviews & Credentialing
• Control

14. WAS IT WORTH IT?
• $4.9 million to host
• 59.2 million viewers
• Largest FOX viewership
• 3,500+ media on campus
• Untold social impressions
• $13.1 million in local
economic impact

15. EARNED MEDIA
Lynn University
• $63,724,378 in ad value
• 503 million news circulation
• 33,000+ news stories
Boca Raton
• $50,470,622 in ad value
• 348 million news circulation
Palm Beach County
• $2,450,425 in ad value
• 28 million news circulation

16. CHALLENGES & OPPORTUNITIES
• Staff capacity
• Finding
stories that will
resonate
• Leveraging social

17. KEY TAKEAWAYS
• Set realistic goals
• Be student-centric
• Increase name recognition
• Enhance Lynn’s brand
• Focus and simplify
• Project Tasks
• Messages to internal &
external audiences
• Always tell your story