Dallas Fan Expo
PR Case Study - Special Event Promotion

Fan Expo Dallas, presented by Dallas ComicCon, is the largest comics, sci-fi, horror, anime, and gaming event in Texas and is quickly growing into one of the biggest in North America. The annual convention is packed with exciting, family-friendly activities, including a kid's costume contest; fantastic shopping opportunities for everyone from casual fans to serious collectors; speaking sessions; speed dating; and guest celebrities, artists, writers, and cosplay models.

Goals

• To secure maximum pre-event exposure to Fan Expo Dallas.

• To increase ticket sales. 

• To bring greater awareness and consideration of Fan Expo Dallas to potential attendees.

• To expand the brand and reputation of Fan Expo Dallas using the value of existing assets and the creation of unique, targeted assets.

• To engage families and tier two and three fans, resulting in higher attendance.

• To educate audiences about the historic and ongoing contributions of comics, fantasy and science fiction to art and culture.

• To promote the new date of the annual event.

Activation

Fan Expo Dallas had several audiences to reach. Each audience had its perceptions and purpose. Therefore, we targeted each target audience with specific messages in earned media. 

Secured Earned Media Coverage

TrizCom PR secured mass and targeted earned media coverage in television, print, radio, online and word-of-mouth through:

• Calendar announcements

• Press releases/fact sheets

• Event alerts

• Feature article interviews

• Targeted topical pitches

• Radio drops and promotions

• Localized promotional partnerships

• Street team activation for grassroots exposure

• We identified and recruited Chewbacca Mom to meet the real Chewbacca, Peter Mayhew, at Fan Expo Dallas. The invitation happened on The Late Late Show with James Corden.

Hyperlocal Communities

We engaged hyperlocal communities through editorial coverage in:

• Neighborhood publications/blogs

• Organizational newsletters

• Local universities' publications

Engaged Fans

We got in front of Dallas Fan Expo fans and collectors by reaching out to the front lines with the following:

• Niche communications

• Relevant content for social media and fan amplification

Attracted First Time Families and Children

We informed families and children of the Expos on-site programming and educational/family-centric messaging through:

• Family event alerts

• Education angles

• Mommy influencer campaigns

• Partnerships with nonprofits

Media Lists

We created several unique media lists to reach specific target audiences and constantly added to and maintained contacts. We followed stories from competitors and target journalists who regularly wrote about events in DFW.

Media Distribution Reach

We ensured we had a mix of media outlets to pitch. Since each audience, or "public," had its perceptions and purpose, we targeted media sources based on the plan as it developed. For example the initial mix of media markets included the following:

• Hyperlocal media outlets (Denton Record-Chronicle, BubbleLife, Plano Star-Courier, etc.)

• Local media outlets (The Dallas Morning News, Dallas Observer, WFAA-TV, etc.)

• Blogs (io9, The Nerd Machine, ComicBook.com, Convention Scene, etc.)

• Regional "drive-in" outlets (The Austin Chronicle, Oklahoma Gazette, Shreveport Times, etc.)

• National media outlets (CNN, Fox News, MSNBC, etc.)

• Online calendar

• Family-centric publications

On-site Media Management

TrizCom PR provided trained, experienced staff, to wrangle and monitor on-site media, including TV crews, print journalists, radio hosts, influencers and digital media reps. In addition, TrizCom PR acted as a liaison between Fan Expo Dallas and each outlet.  We were onsite for the entirety of Fan Expo Dallas.

Press Credentialing

TrizCom PR managed over 350 press credentials which included:  

• Preparing and managing media expectations

• Providing journalists a consistent point of contact

• Media packaging

• Creating and distributing media accreditation and badges

• Verifying coverage 

• Coordinating on-site celebrity interviews with agents/managers and show staff

• Arranging celebrity transportation

Calendar Listings

Calendar listings boost ticket sales, reach new audiences and get events seen. Listings are also search-engine friendly, making it easy for Web searchers to find information about Fan Expo Dallas organically. We executed more than 300 event calendars for:

• FAN EXPO 

• KIDS COSTUME CONTEST 

• THE ROCKY HORROR PICTURE SHOW EXPERIENCE 

Parenting Influencer Campaign

We created a hyperlocal, turnkey, parenting influencer campaign to help spread the word-of-mouth chatter about the family-friendly aspect of Dallas Fan Expo. TrizCom PR engaged with 25 local influencers. Our influencer marketing campaign consisted of the following: 

• Identifying, vetting and contracting

• Establishing measurable KPIs and influencer deliverables 

• Creating content themes

• Supplying brand guidelines, talking points and assets

• Arranging media passes for the influencers

• Following up with the influencers to ensure deliverables were met

• Paying influencers

• Creating mommy influencer campaign reports

Press Kit Creation

We created an electronic press kit (EPK) with a unique URL so editors, journalists and influencers could quickly and efficiently access Dallas Fan Expo information. The EPK included:

• Show photography

• Show b-roll

• FAQs

• Link to press credentialing information

• Backgrounders

• Celebrity bios and photos 

• Show history

• Show program

• Show schedule

• Interview information

• Suggested Q&A

Chewbacca Mom

In addition to traditional event public relations, we added ancillary and targeted promotional elements that garnered exposure in creative and relevant ways across multiple key audiences.  

• TrizCom PR identified the social media virility of Chewbacca Mom, Candace Payne, and put a plan into place immediately. We knew we had to contact Payne so she could meet the original Chewbacca, Peter Mayhew (a confirmed Fan Expo celebrity guest). So we researched and discovered that Payne, a DFW resident, was planning on being in Los Angles on a press junket. We pitched The Late Late Show with James Corden, a late-night talk show on CBS, and arranged for Mayhew to invite Payne to Dallas Fan Expo personally to the Expo.

  Chewbacca Mom was a big audience (and media) draw. Utilizing her attendance and introduction to the real Chewbacca during Fan Expo Dallas allowed us to spread the programming and general awareness of the convention using earned media to audiences who may not usually be interested in attending Fan Expo Dallas.

Marketing and Promotions

Additionally, TrizCom PR worked with the Fan Expo team to coordinate and activate ticket giveaways and online promotions, creating significant buzz and awareness for the event. 

TrizCom PR also worked with the Fan Expo team to identify likely partners that reached target audiences well beyond media. This included charity tie-ins, street team management, brochure distribution, promotional newsletters, etc.'

Turnkey Media Planning and Buying

TrizCom PR designed and planned an effective paid media campaign that produced excellent results. We reached the right audiences at the correct times to maximize engagement. We identified the primary digital channels, including direct-to-publisher, portal, targeted and network advertising, and niche publications. We negotiated each media buy with value-add sponsorships and promotions. To optimize the paid media spend, we also identified additional marketing partnerships.

Tracking and Measurements

To ensure Fan Expo's goals and objectives were met, we

• Planned the necessary time with the team to debrief, explore pitch opportunities and review strategic direction.

• We provided end-of-show monitoring/coverage reports, including tracking all media hits and establishing earned media coverage using multiple subscriber subscription tools. TrizCom PR tracked share of voice, referral and organic traffic origination, conversions, and key media placements. We also provided a cross-check of goals, strategies and tactics predetermined in the communications plan. 

• We monitored and clipped earned media placements daily in real-time as needed from: 

Digital content, including blogs

Broadcast appearances and mentions

Print articles and mentions

Social media articles and mentions

TrizCom Public Relations - Our mission is to create and develop innovative and groundbreaking digital communications campaigns that produce measurable results based on data driven objectives.

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