During the height of the economic downturn (2008 - 2010)
the Green Bay Packers' wanted to increase the public's awareness
of, and use of, the Lambeau Field Atrium. The Atrium features the
Hall of Fame, Stadium Tours, conference and meeting facilities, the
Packers Pro Shop and Curly's Pub. While the Packers have an
excellent in-house public relations department, it primarily
focuses on football or corporate business PR.
Leonard & Finco was asked to reach out to regional specialty
media such as educational, business, convention and bus tour
publications as well as traditional and social media outlets.
The target audiences for the Atrium businesses vary
greatly, so each target audience is addressed with different
strategies and PR tactics. To effectively promote the varying lines
of business, Leonard & Finco held multiple meetings with the
Packers' marketing department to discuss their specific targeted
media, demographics and promotional goals. From there, Leonard
& Finco developed an overall plan that related to each business
entity's goals, including targeted media outlets and targeted
audiences for each business unit.
Contrary to the downturn experienced by many attractions
during this time frame, the visitor numbers to Lambeau Field Atrium
business units held steady in the depths of the recession and began
increasing in 2010. Bookings for conferences, conventions and
special events also held steady and then began to increase as
Featured media placements for the Atrium business units included
targeted trade publications, traditional and social media. A
few examples include:
Numerous bloggers also carried information and social media was
used to extend the reach of media placements.
©all rights reserved | Contact Us