MEAC vs. SWAC
For the past several years, Hope-Beckham Inc. (HBI) has partnered with ESPN Events to publicize its annual Celebration Bowl. This year, the North Carolina A&T State University Aggies would go head-to-head with the Alcorn State University Braves for the third time in the bowl game’s history. HBI was hired to raise visibility and awareness of the game in Atlanta, amplify its social media outreach and oversee Celebration Bowl’s Advisory Board in order to ensure maximum success.
Local community involvement was a key factor in promoting the game. Once again, HBI coordinated the game’s Advisory Board of prominent business, community, city, and civic leaders in Atlanta. The board members were tasked with spreading the word of the game within their network, encouraged to purchase sponsorship packages, and represented the game at key events and initiatives. HBI coordinated the four in-person meetings on September 24, October 22, November 19, and December 10. Attendance at each meeting was high and the enthusiasm and participation from each board member was palpable.
HBI also provided a continuous flow of communication to the media through numerous press releases, media alerts, emails, and phone calls and generated this media coverage by proactively pitching the sports media on a national, local, and regional level.
For the second year in a row, HBI was also responsible for the Celebration Bowl’s social media accounts and content on Facebook, Twitter and Instagram. In 2019, the HBI team also created the @CelebrationBowlPR account on Reddit for gameday interaction. HBI handled general engagement on each platform (commenting/liking/retweeting others’ content), responding to messages and inquiries from followers via direct messages, running a ticket giveaway contest through Facebook and Instagram, and sending personal Facebook invitations to those who might be interested in following the page. HBI participated in weekly social media update calls with the ESPN team to discuss new content and the social media calendar moving forward.