Tag Archives: Wayne State University

Franco On the Town – March Edition

In March, the Franco team could be found learning, engaging and traveling.

Tina K. and Elizabeth attended the EdelTrust Breakfast to discuss the results from this year’s Trust Barometer. The 2016 Edelman Trust Barometer surveyed more than 33,000 respondents in 28 countries to examine trust in government, business, nongovernmental organizations, media and more.

EdelTrust Breakfast

Erica, Mary and Andrea welcomed Eastern Michigan University’s PRSSA to Detroit for a tour of the Franco office.

EMU PRSSA day

Team Franco survived Daylight Saving Time with a little help from our trusty friends at Starbucks.

Daylight Saving Time Starbucks

Franco celebrated St. Patrick’s Day with an Irish themed lunch and lots of green.

St. Patricks Day

While the team celebrated St. Patrick’s Day, Tina S. snapped this perfect picture from the balcony of Hayworth-Adams Hotel while she attended the Western Automotive Press Association gala with the Steel Market Development Institute.

Western Automotive Press Association gala

Tina K. moderated The Tale of Our City: PR’s Role in Detroit’s Revitalization panel hosted by Wayne State University and Michigan State University.

Tale of Our City

While Tina moderated, Erica set up shop at the internship fair hosted by Wayne State University PRSSA at The Tale of Our City to speak to college students about Franco.

Wayne State University internship fair

Sarah and Marie made an appearance at Vinotecca’s monthly wine dinner, featuring Girard Winery, where they learned about different types of wines and food pairings.

Vinotecca wine dinner featuring Girard Winery

Lauren and Ann Marie helped IBAS Brewery host Yelp Detroit for a brewing event. Guests spent the day brewing a Belgian Tripel and in just a few short months, the 9 gallons of man-made beer will be ready for at-home enjoyment.

IBAS Brewery

Pat interviewed Jeff Zaleski of PricewaterhouseCoopers  at the Belle Isle Aquarium for the Belle Isle Conservancy Grand Prixmiere welcome video.

Belle Isle Aquarium

Andrea coordinated The Salvation Army Emergency Disaster Services Director, Chuck McDougall interview on CW50’s Street Beat.

CW50 Street Beat

Mary ended the month by attending her first IABC Detroit event, The Power of Storytelling. Not only did she learn a thing about what makes a good story, but she found time to live tweet the event from Franco’s Twitter account.

IABC

Tweeting Trackside: Behind-the-Scenes with the Grand Prix Social Team

Picture this: an Indy Car sporting the Facebook and YouTube logos on either side, an Instagram logo on the nose and a Twitter logo center stage on the rear wing.

Behind the wheel OTTO Detroit CEO, Mark Russell, is focused on placing higher in the standings than he did at last year’s race. While his chief engineer Alex Fulbright coordinates a team of 18 Wayne State University students to help him achieve his goal.

This was kind of the set-up we had for this year’s Chevrolet Belle Isle Detroit Grand Prix social team. I was tasked with the responsibility of educating the students on social best practices, crafting a tone-of-voice, building an engagement strategy and ultimately creating content surrounding the race experience for one of the most-talked about and anticipated racing events of the year – the Chevrolet Detroit Belle Isle Grand Prix.

Chevrolet Belle Isle Detroit Grand Prix social team

The 2015 Chevrolet Belle Isle Detroit Grand Prix social team.

We worked hard, dodged some flying debris and had a lot of fun. Here is some behind-the-scenes action of what took place in the pits with our Grand Prix social team:

Starting the Engines
Coming into day one, the students had done a great job revving up the conversation so many of the fans, media and drivers were already tagging the @DetroitGP handle and using the #DetroitGP hashtag. So we started having conversations with them – answering their questions, telling them how great their photos looked and doing it in a fun, playful way. The fans loved it.

Detroit Grand Prix Social

Over the weekend we received numerous tweets from fans saying how much they enjoyed the @DetroitGP.

While the moderators were talking to the fans, our production crews were out capturing content. From race action to poncho pics – we wanted it all, and they got it for us. Some were posted to the channels on-site via mobile, while others made their way into the daily recap videos. The amount of content we collected was unreal and honestly, some of it never even saw the light of day.

‘Swift’ing Gears
The only way to succeed on social media is by staying relevant. That means not only knowing what’s going on with your client, but also keeping tabs on the other conversations happening on social. During our moderation we discovered that one of the Verizon Indy Car Series drivers racing in the Chevy Dual in Detroit presented by Quicken Loans was driving a car that featured by Taylor Swift (which was kind of awesome). So naturally, people needed to know about it. This content was fun and effective because it expanded our audience to include both race fans and Swift fans.

Taylor Swift Racecar

@DetroitGP posted about Tony Kanaan’s Taylor Swift car with a reference to “Shake It Off” lyrics.

Time is of the Essence
The tricky part of having so much to talk about was getting it posted while it was still relevant. We couldn’t post a photo of the TRAXXAS Truck Series winner during the final lap of the Dual in Detroit Indy Car race, so we had to be tactful and quick about getting the info out. Our solutions: Live-stream behind-the-scenes content and race action using Periscope, live-tweet content from press conferences and work closely with the Grand Prix team to communicate race updates. By the end of the weekend we also started posting most of our content via mobile to make sure the information got to our fans as quickly as possible.

DetroitGP

With on-site attendance a bit down, due to weather, many fans looked to us for their race updates.

2015 Detroit Grand Prix

Quotes from the drivers were posted to Twitter almost before the words had finished leaving their mouths.

Rain Tires
The biggest challenge we faced over the weekend was actually the same one the drivers were facing – rain. Sure when it’s sunny and 70 the stands are packed with happy race fans, but with temperatures in the low 60s with wind and rain – people are more inclined to stay home.

Sunday’s forecast was a combination of bad weather and poor conditions. We knew coming into the day that more and more people would be looking to us for race updates and other information, but we didn’t want to stop at just relaying information about what was happening on the track – we also wanted to inspire attendance.

But how do you motivate people to leave the comforts of their warm homes to brave the rain and chill to watch a race? Show them other people having fun doing that, of course! We quickly realized the fans at the track genuinely wanted to be there, rain or shine, so that’s what we focused our content on. Umbrellas, ponchos, drenched and happy families – all of it was fair game and all of it was well-received by our followers.

Happy Grand Prix Fans

By showing photos of wet and happy fans, we hoped to inspire others to come join the fun.

Winners Circle
Overall, I think the Grand Prix social team earned a spot on the podium for their efforts. We pushed out compelling content that showcased the races, fans and the overall event experience; we had genuine one-on-one conversations with our fans in such a way that made them feel valued; and we encouraged event attendance for this year and years to come.

For you number folks out there: we clocked over 138M potential impressions across platforms, generated more than 1,000 new Twitter and Instagram followers, and managed to keep our Twitter momentum trending all three days – #DetroitGP trended in Detroit Friday/Saturday; #DualinDetroit trended in Detroit Sunday.

But, being a marketer has taught me that there’s always room for improvement. So let’s hear it, any praise, comments, critiques you have. I’m all ears.

Alex Fulbright is a digital marketing specialist at Franco Public Relations Group. You can reach her at 313-567-5085 or fulbright@franco.com. Follow her on Twitter: @AlexandriaFul and connect on LinkedIn.