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UN-BEY-LIEVABLE: From High School Teens to Nationally-Known Scholarship Recipients

By October 2, 2018 No Comments

A highly successful Fort Lauderdale and Miami-based public relations firm for nearly 20 years, Durée & Company is no stranger to tight deadlines. In fact, when we have very little time to generate buzz about one of our clients, our creativity and professionalism shine.

A prime example of our savviness with short deadlines is how we achieved over 460 million media impressions for our client, Boys & Girls Clubs of Miami-Dade with less than 24 hours to develop a pitch and outline targets (over Labor Day weekend, at that). Our work revolved around two high school students (Club members), each receiving $100,000 scholarships from BeyGood and The Shawn Carter Foundation at the OTR 11 II Tour on Aug. 31, which featured performances from Jay-Z, Beyoncé & DJ Khaled at the Hard Rock Stadium in Miami Gardens, Florida.

Here’s how it played out during a busy holiday weekend:

On August 25, Beyoncé and JAY-Z made a formal announcement that through The BeyGOOD Initiative and The Shawn Carter Foundation they will be providing students who are preparing for college chosen by Boys & Girls Clubs of America for $100K to put towards their enrollment in a college or university for the academic year 2018-2019. With Miami’s concert taking place on Aug. 31, we were notified shortly in advance of the concert and provided details that our team could share with the media highlighting scholarship recipient, Emily Garay, and Jonathon Burgos, who received a second scholarship that was matched by DJ Khaled.

We had mere hours to understand the details, and minutes to get the information organized and out to the media. Every single one of Durée & Company’s team members came together to make this a successful pitch.

Following the concert, we received approved images and a video from the event from Boys & Girls Clubs of America, so we could begin our outreach and coordinate interviews with the scholarship recipients (remember ― all during Labor Day weekend).

In under 24 hours, we created a newsworthy pitch, telling the scholarship recipients’ stories and that of the overall scholarship campaign with Boys & Girls Clubs of America. We distributed news on Saturday morning to key national news, celebrity and South Florida media contacts. What were the results?

  • Over 100 media placements from online, print and TV stations in South Florida, across the U.S. and internationally
  • Organized media requests from ABC News, CBS News, WSVN-FOX, Univision 23 and Caracol Radio
  • Stories featured in OK! magazine, People En Español, the Miami Herald and SouthFlorida.com, among others
  • Total media impressions were over 460 million (all coverage was received from Sept. 1-30)

Good deeds don’t go unnoticed ― especially when Durée & Company is involved. In our opinion, working with spectacular organizations that make a difference ― like Boys & Girls Clubs of Miami-Dade ― is one of the greatest pleasures of being in public relations. Even though our time was short to communicate the good deeds of Boys & Girls Clubs of Miami-Dade, Boys & Girls Clubs of America, BeyGOOD, the Shawn Carter Foundation, and DJ Khaled, we let the world know about it in a spectacular way.

About Durée & Company

Durée & Company, Inc. is an award-winning full-service public relations, marketing and special events firm with offices in Fort Lauderdale, Florida and Aspen, Colorado. The firm serves the corporate, agency and non-profit arenas for local, national and international clients focusing on public relations for real estatepublic relations for restaurantspublic relations for law firmspublic relations for charitiespublic relations for healthcare, and many more. Durée & Company services include Public RelationsSocial MediaMarketingAdvertisingSpecial Events, and Radio Promotions and Outreach.

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