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About PHS
Pennsylvania Horticultural Society (PHS) is a nonprofit membership organization founded in 1827 that offers programs, activities, workshops, and publications for gardeners of all levels and interests. It is also the organization responsible for producing the annual Philadelphia Flower Shows, which has been happening for almost 200 years. As a PR intern for PHS, I focused directly on press and media relations for PHS and the 2022 Flower Show.
Spring Tree Planting
2022 Philadelphia Flower Show
The 2022 spring tree planting was the first project I was assigned to run point on. The volunteer planting is a semi-annual event, with this year's event occurring on Earth Day. I personally led the media relations on this campaign; drafting the press release and pitching top Philadelphia reporters for placement.
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Mention Analytics (via MuckRack):
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1.43M average UVM
27.23M total UVM
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Placement received:
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-The Philadelphia Inquirer (print, link n/a)
The Philadelphia Flower Show is the largest and oldest Flower Show in the U.S. It costs millions of dollars to produce and ticket sales go directly to PHS's programs, which are impacting Philadelphia neighborhoods all across the city.
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As a member of the PR team, I was able to assist in running the press and influencer campaigns for the 2022 Show, which was held outdoors for the second time in FDR Park. I was tasked with drafting press materials, pitching reporters, organizing and executing media tours of the event grounds, and handling media relations projects throughout the length of the event.
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Our 2022 press campaign reached over 2 million people and received over 1,000 media placements through print, digital, radio, podcast and broadcast coverage.
Influencer Relations
2022's Show was the first time the PHS PR team, including myself, decided to conduct an influencer campaign that featured over 50 local and regional influencers. All influencers were invited to the Show for a media day prior to when it opened to the public for a VIP access day. During this day, we coordinated influencer coverage via social media platforms such as TikTok, IG, and Facebook while also co-coordinating influencer content with the local 6ABC who was the official partner of the 2022 Show.
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Our influencers reached a total of over 500k audience and increased viewership/followers on PHS's Instagram by 5%. Influencers ranged from micro to macro, making sure to include all regions and age demographics of the Philadelphia area when selecting influencers.
