A Case Study on Storytelling to Raise Awareness & Inspire Action

ENGAGE & MOBILIZE

The Urban League of Greater Miami was outraged at the results of an in-depth teacher quality study commissioned by the National Council of Teacher Quality. The study revealed that the least experienced and ineffective teachers were disproportionately placed in the communities serving Miami’s most vulnerable students, which were largely Black. The study aggressively recommended that the Miami-Dade School Board address the challenges and put the most effective teachers in the communities that needed them the most. However, it would take community outrage to fuel the school district towards immediate action.
So Blueprint Creative Group took action as the Urban League of Greater Miami’s marketing agency.

How FAMU Basketball Increased Game Attendance by 800% in 1 Game

The FAMU Basketball program has been nearly winless for the 2014-2015 season, and the impact on game attendance was obvious. With an average of 550 fans in attendance per home game, FAMU Athletics and the university needed to rally fans to fill the stadium for the upcoming rivalry game against Bethune Cookman University. With only one week to meet this goal, we had to move fast and aggressively.

“Load Up Lawson” was the call to action (Lawson is the name of the stadium where the Rattlers play). Meeting this very aggressive goal in such a short time meant that we would have to be more Tallahassee-focused and go beyond typical Rattler fans. This also meant that we had to give people a reason to attend the game despite the dismal season.

So we executed a media strategy that would shape the narrative and call to action to compel the community towards action. We pitched media and secured live TV interviews during the morning and afternoon news for both the Interim Athletics Director and Coach. Grassroots efforts also included street team promotions to increase local presence and on-campus fan engagement. The result?

4,923 fans answered our call to
“Load Up Lawson”

Rebranding Haiti as a Tourist Destination: What it Would Look Like

The devastating 2010 earthquake in Haiti has sparked massive redevelopment efforts for the country with tourism development being a prime area of opportunity. With all of the foreign investments pouring in and all eyes on Haiti, the country has the national spotlight and can leverage it to recreate the country’s appeal as a tourism destination.

Labadee, Haiti, a private paradise off the country’s northern coast, has been a tourist attraction since Royal Caribbean included it among its Caribbean destinations back in the mid-1980’s. Now is the opportunity to position the rest of the country as a destination especially since major hotel chains like Marriott and other boutique hoteliers are developing in the country.

Haiti’s Minister of Tourism has already taken steps towards rebranding the country with an international logo competition and slogan back in March that resulted in hundreds of submissions. Although a logo is not a branding strategy, it does help to visually identify and connect the audience to the brand. The selected new logo and slogan to be used in Haiti’s communications campaign is the word Haiti decorated with a hibiscus flower and a sun and the slogan, “Experience It!”

U.S. Number Two in World Tourism Rankings Behind France, Brand USA Hopes to Help

We love infographics and found a pretty neat one highlighting world tourism rankings (compiled by the United Nations World Tourism Organization). This infographic takes a global total of 940 million tourists from countries around the world and makes a side by side comparison of the top ten international tourism destinations in 2010. Included are most popular tourist destinations, rankings, and arrivals from the United States.

Guess who’s our country’s biggest tourism competitor? France…that’s right.

For the past 3 years, the U.S. has held the #2 position in world tourism with France topping off the list beating out the U.S. with 16 to 22 million more visitors each year. Of course within the Americas, the U.S. holds the #1 position followed by Mexico then Canada.