Spreading the word about a city’s Juneteenth Festival
Five weeks, a small budget, and a story worth telling. Regional media carried it across Greater Houston.
City of Stafford, Texas
The challenge
Stafford’s third annual Juneteenth Festival was free, indoors, and on Father’s Day. The City was hoping for its biggest turnout yet. We had five weeks and a small paid media budget to reach families across Greater Houston.
Our approach
As the City’s PR and advertising vendor of record, we built the campaign around a detail Councilman Will K. Bostic shared with us: the festival would take place on the grounds of a former sugar plantation. It gave the celebration real weight, and regional editors responded to it. We distributed the release nationally and to Houston outlets. We also pitched print, digital, and broadcast media directly, and partnered with the Houston Texans to celebrate honoree Jalen Pitre.
We reached out personally to community organizations, including 34 churches and 11 fraternity and sorority chapters. Then we helped the City put its own screens, billboards, school networks, and public access TV to work.
Results
The festival was featured on KPRC’s Houston Life, shared by the Houston Texans on three platforms, and included in Houston Public Media’s Juneteenth guide.
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