Diverge to Converge: The Integrated Future of PR

Diverge to Converge: The Integrated Future of PR

Chris Kemper@chriskemper

Bee Background

• Nation’s largest and longest‐running educational program

• Founded in 1925• History in 2014

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Baseball, Apple Pie and…

• Part of the collective American experience• Iconic symbol of education and opportunity • Continued relevance in modern culture

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PIC 1

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The Bee and ESPN

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Paid: Like and Tune‐In

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Owned: Website 

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487,714

Owned: Website, Social Media

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Owned: Social Media

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107,498294,524

23,434

PIC 2

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Earned

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Earned

Earned

Earned

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The Birth of the #Spellfie

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The Birth of the #Spellfie

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PIC 3

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2014 Bee Week Impressions

• 733 million total impressions:–698,957,300 through traditional media–18,093,871 through Facebook–13,956,500 through Twitter–1,427,297 through Flickr–487,714 through Spellingbee.com–53,469 through YouTube

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2014 Bee Week Buzz

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2014 Bee Week Buzz

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2014 Bee Week Buzz

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2014 Bee Week Buzz

2014 Bee Week Buzz

Next Year

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Next Year

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• “Bee” visual• Listicles create buzz• Reallocate paid campaign • “Bee” data driven

@chriskemper l   chris.kemper@scripps.com   l   513.977.3862