Convergence con•ver•gence Noun “The merging of distinct technologies, industries, or devices into a unified whole.” Ten years ago, we all had different pieces of equipment to serve different purposes. You may have owned a computer, phone, GPS device, television, gaming device, calendar, Rolodex, camera, and video camera. As all of these tools have integrated into one device, so have the tools within the marketing umbrella come together like never before. Advertising, marketing, media buying, branding, public relations and media relations have converged. And now more than ever, public relations professionals need to not only be experts in leveraging the tools of the PR trade, but also must know how to integrate other tools to meet strategic goals. The Scripps National Spelling Bee has been around since 1925, but its work is decidedly modern. In this presentation, Chris Kemper provided an inside look into how the Scripps National Spelling Bee leverages paid, owned and earned assets and how it took Twitter by storm in May and June. Chris Kemper is an award-winning marketing-communications professional with more than 15 years of experience.

1. Diverge to Converge:
The Integrated Future of PR
Chris Kemper
@chriskemper

2. Bee Background
• Nation’s largest and longest‐running
educational program
• Founded in 1925
• History in 2014
@chriskemper

3. Baseball, Apple Pie and…
• Part of the collective American experience
• Iconic symbol of education and opportunity
• Continued relevance in modern culture
@chriskemper

4. @chriskemper

5. PIC 1
@chriskemper

6. The Bee and ESPN
@chriskemper

7. Paid: Like and Tune‐In
@chriskemper

8. Owned: Website
@chriskemper
487,714

9. Owned: Website, Social Media
@chriskemper

10. Owned: Social Media
@chriskemper
107,498
294,524
23,434

11. PIC 2
@chriskemper

12. Earned
@chriskemper

13. Earned

14. Earned

15. Earned
@chriskemper

16. The Birth of the #Spellfie
@chriskemper

17. The Birth of the #Spellfie
@chriskemper

18. PIC 3
@chriskemper

19. 2014 Bee Week Impressions
• 733 million total impressions:
–698,957,300 through traditional media
–18,093,871 through Facebook
–13,956,500 through Twitter
–1,427,297 through Flickr
–487,714 through Spellingbee.com
–53,469 through YouTube
@chriskemper

20. 2014 Bee Week Buzz
@chriskemper

21. 2014 Bee Week Buzz
@chriskemper

22. 2014 Bee Week Buzz
@chriskemper

23. 2014 Bee Week Buzz

24. 2014 Bee Week Buzz

25. Next Year
@chriskemper

26. Next Year
@chriskemper
• “Bee” visual
• Listicles create buzz
• Reallocate paid campaign
• “Bee” data driven

27. @chriskemper l chris.kemper@scripps.com l 513.977.3862