Case Study
Bioneers Conference

Challenge
Inform Bay Area residents of this unique gathering, increase attendance, garner pre-conference publicity and get coverage by mainstream media.

Strategy
Create an outreach campaign targeting Bay Area citizens, and position the conference as a primary source of tangible, leading-edge solutions to environmental problems.

Methodology
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.

Results
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.








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