Inform Bay Area residents of this unique gathering, increase attendance, garner pre-conference publicity and get coverage by mainstream media.
Create an outreach campaign targeting Bay Area citizens, and position the conference as a primary source of tangible, leading-edge solutions to environmental problems.
After a complete revamping of press materials, Straus Communications overhauls the terminology conference organizers used, makes contact with Lifestyle and event editors to create pre-conference publicity, while simultaneously identifying newsworthy ideas from participating presenters to develop into feature stories.
Between 1998 2001, Bioneers attendance increased exponentially, from 800 to 3,200. Mainstream media placements exceeded all previous years combined. In addition to 100 percent pre-conference publicity, feature placements included: San Francisco Chronicle Sunday Magazine (ten page photo essay), San Francisco Chronicle, Marin Independent Journal, Pacific Sun, PBS Television, and hour-long radio interviews on KGO and KQED.