Erica Kay Sweeney

Portfolio
 Table of Contents
Resume

Innovative Client Work

Rock & Roll Hall of Fame
PR Recap Report
Houma Area Convention and Visitor’s Bureau
Media Kit
Carousel Ad Campaign
WaterColor, Florida
Website and Email Blast Examples
Letter from Board of Directors
Brochure
Abita Brewing Company
Social Media Samples
Blog Posts
Product Launch PR
Enjoy Beer Partnership PR
Rebranding PR
Essential Federal Credit Union
Blog Samples
Example Social Media Recap
Flooding Press Release and Clips
 Erica
(225) 329-8684
Kay
ericakaysweeney@gmail.com
Sweeney
linkedin.com/in/ericakays

Education
Louisiana State University, Manship School of Mass Communication Baton Rouge, La.
Bachelor of Arts in Mass Communication, Public Relations May 2014

Most-Recent Work Experience

Innovative Advertising
Public Relations Specialist March 2015- Present
Plan, coordinate and direct public relations initiatives for all agency clients; produce bold, strategic and persuasive messages
across all media through the development of campaigns and initiatives to improve public perception of companies, organizations,
initiatives, issues and candidates; develop speeches, press releases, media lists, alerts, media kits, newsletters, blogs and other
literature; distribute press releases and story pitches, coordinate speaking circuits and respond to information queries from media;
represent the image of both corporate and government bodies; maintain effective working relationships with media representatives
and government officials; and manage the agency’s PR, website content, blog and social media channels.
Notable clients include: Abita Brewing Company, Rock & Roll Hall of Fame, Houma Convention and Visitors Bureau, WaterColor
Florida, New Orleans Wine and Food Experience.

Wright Feigley Communications

Account Coordinator October 2013- March 2015
Assist with the day-to-day activities of accounts and supervise select accounts; plan and implement public relations and advertising
strategies for various clients; draft press releases and other public relations/marketing materials; assist with media relations and
community outreach efforts, including event planning and coordination; assist with new business acquisition and development.
Social Media Manager May- October 2013
Created social media plans, campaigns and strategies for clients; developed and loaded weekly posts for multiple clients and their
various platforms; researched tending topics and new social media platforms; created monthly social media reports for clients’
review.
PR/Account Services Intern November 2012- May 2013
Maintained and updated media contact database; maintained and updated clip reports; conducted research that pertained to
clients; developed social media content for clients; assisted in writing press releases and other client related material; assisted in
community outreach efforts; participated in discussion of strategic planning.
Notable clients include: Perkins Rowe, L’Auberge Baton Rouge, Hotel Indigo, Keep Louisiana Beautiful, Dorignac’s Food Center,
Wayne Stabiler Companies Restaurants, Composite Effects, Louisiana Department of Revenue.

LSU Office of Student Media

Marketing Manager, Campaigns + Strategies Coordinator May- October 2013
Responsible for directing, managing, and overseeing the marketing staff in the planning, organizing and executing of all internal
and external Student Media events, promotions, social media and marketing campaigns.

Related Experience:
PR Skimm’r and Brand Ambassador, The Skimm November 2014- Present
Miss USA Pageant Social Media Ambassador, Visit Baton Rouge Summer 2014 and 2015
Board of Directors, Baton Rouge Social Media Association December 2014- October 2015
Volunteer, Greater New Orleans Sports Foundation, Super Bowl Host Committee December 2012- Present

Activities and Associations:

American Advertising Federation-BR (Fundraising Committee); BRSocMe (Board of Directors, SoMe’s Committee); Mental Health Association
for Greater BR (Board of Directors, PR Committee); PRSSA; ImPRint Communications E-Board (Communications Assistant); Greater New
Orleans Sports Foundation, Super Bowl Host Committee; LSU Student Government; LSU Women’s Club Soccer; Intern Queen Alumnae.

Skills:
Public relations writing; AP style; content development; campaign strategy and planning/implementation; website and blog management;
media relations; brand management; event planning and coordination; social media marketing, strategy and management; Adobe Photoshop
and InDesign; copywriting.
Client Name: Rock & Roll Hall of Fame
Client Description: The Rock & Roll Hall of Fame is one of the premiere destinations in Cleveland,
Ohio for visitors. Innovative was hired take advantage of the nations’ eyes on Cleveland as the city
hosted the 2016 RNC and drum up national exposure and media coverage about the Rock & Roll Hall
of Fame. With more than 15,000 reporters in town to cover the convention, our team worked to attract
them and the general public to the museum, specifically to the Louder Than Words: Rock, Power and
Politics exhibit that showcased the intersection of music and politics throughout the decades.

Project(s): Public and Media Relations, Email Marketing, Website Development and Management, Event
Planning and Management, Strategic Planning
Responsibility/Roles: Identify appropriate media targets and manage media contact database; develop
spotlight stories for reporters; assist with content and strategy for media-only microsite for reporter
scheduling and credential applications, verify and approve media credentials; implement and manage
customer relations software to handle reporter requests; manage email marketing calendar and strategy,
draft email blasts for highly-targeted segments of reporters; draft press releases and statements; leverage
trending topics during the convention and pitch real-time stories; handle media check-in week of event
and assist with event management and logistics; crisis management.

Samples Included:
PR Recap Report
 SUMMARY OF COVERAGE

2016 REPUBLICAN NATIONAL CONVENTION

RNC 2016 Saturday July 16 - Saturday July 23, 2016

Total Media Mentions 9,673

PR RECAP REPORT Total Reach 14,940,318,445
Total Publicity Value Earned $27,442,924.14
ROI: 306x your investment

CONFIDENTIAL

GOALS With the Republican National Convention MULTI-PRONGED

taking place in Cleveland, our goal was to
& OBJECTIVES highlight the Rock & Roll Hall of Fame as COMMUNICATION
the premiere visitor destination and
capitalize on media attention. APPROACH
1. Automated Email Communication

2. Personal Email Communication

3. Phone Call Follow-Ups

1. Impact the drive-area media
4. Digital Help Center and Phone Number
2. Raise awareness nationally
MEDIA LIST
DRIVE MARKET MEDIA
DEVELOPMENT With these efforts, Rock Hall’s media presence was to be elevated in the
target areas comprising all DMAs within a 6 hour driving distance.
LOCAL
 ‣ Ohio Media Markets 769

Print TV Radio Total

REGIONAL DRIVE MARKET
 ‣ Assignment Editors 200
‣ Political 1,147 All Ohio 73 51 201 334
‣ Election 308
Music 445 1 - 2 hours 18 15 70 103
‣
‣ Entertainment 2,198
‣ Travel 336 2 - 3 hours 36 23 123 182

3 - 4 hours 47 52 194 293

NATIONAL
 ‣ Election/Political 3,709 4 - 5 hours 48 52 228 328
‣ TV Show Producers 1,988
‣ Relevant Cision Influencers 76
Total 222 193 825 1,240

EMAIL MARKETING CAMPAIGNS

EMAIL MARKETING
CAMPAIGN STRATEGY

Reach
Campaign
Deployment
 DIGITAL PITCHING
ONLINE MEDIA CENTER AND DATABASE
REPORTER CREDENTIALING AND SCHEDULING
CONVENTION MANAGEMENT
- Page Views 1,976
ENVIRONMENT
LET THE CRAZINESS BEGIN! Total Number of Contacts 8,185
- Average session length 3:32
Total Number of Emails 14
- Number of Users 536
Total Number of Opens 15,478
- Number of site signups for media credentials 362
Open Rate 32.1%
(industry standard 21.37 - 22.85%)
Total Number of Click Throughs 698
Click-Through Rate 4.51%
(industry standard 2.91% - 4.66%)

Most successful campaign: “You’re credentialed, now book your time slot”
Open rate 51.46% Click Through Rate 32.75%

MEDIA RELATIONS
MANAGEMENT
ON-SITE MEDIA 1,200 credentialed media visits during
 the week of the RNC
To manage the onslaught of media requests during the RNC,
Innovative took advantage of ZenDesk, a customer-service
ATTENDANCE
management tool to field emails and voicemails from reporters. Global reporters: 11 other nations
 represented (i.e. Germany, Italy, Japan)
(216) 350-ROCK
 Process:
1. When reporters showed up at the Rock
Hall they were signed in
2. We then verified their employment and
outlet, and granted them media
credentials
3. Last we offered them interview
opportunities with spokespeople and
curators, gave them a brief explanation
2016 RNC CONVENTION of the Louder Than Words exhibit and
informational handouts
 RESPONSE/CRISIS PR
AMPLIFICATION
1. Protesters
OPPORTUNITIES
2. Third Eye Blind

3. Brian Ross, ABC Story

"The Rock & Roll Hall of Fame is an icon of free

As a means to maintain relevancy during the
cluttered media coverage of the convention,
Innovative took advantage of several spur of the
moment stories and successes:
Playlist
Culture, Race
Music Rights
speech. This week our home city of Cleveland faces
the task of safely hosting thousands of convention-
goers and visitors. We encourage free expression but
discourage illegal actions that stress our first
responders. Please continue to express yourself but
do so safely and legally."

MEDIA MENTIONS
9,673
RESULTS
 REACH PUBLICITY VALUE
14,940,318,445 $ 2 7, 4 4 2 , 9 2 4 .1 4

R E P U B L I C A N N A T I O N A L C O N V E N T I O N

E
Mentions: 788
Reach: 195,632,725
Publicity Value: $18,295,799.55

L E N G T H O F A I R T I M E M E N T I O N I N G T H E R R H O F

BROADCAST 38 HOURS : 47 MINUTES

BREAKDOWN
RNC CONVENTION 2016
E
 R E P U B L I C A N N A T I O N A L C O N V E N T I O N


Mentions: 380
Reach: 37,938,878
Publicity Value: $535,094.75

A D V E R T I S I N G V A L U E

PRINT $199,183.03
BREAKDOWN
RNC CONVENTION 2016


R E P U B L I C A N N A T I O N A L C O N V E N T I O N

5
Mentions: 8,442
Reach: 14, 806,746,842
Publicity Value: $8,540,013.43

E S T I M A T E D U N I Q U E V I S I T O R S

INTERNET 3,187,160,861
BREAKDOWN
RNC CONVENTION 2016
5
 GEO-SPECIFIC
450,000+ Facebook Engagements*
1,396 Twitter Mentions

SOCIAL
BREAKDOWN
RNC CONVENTION 2016

IMPACTING THE DRIVE AREA RAISING AWARENESS

NATIONAL COVERAGE BREAKDOWN
TARGET DMAS WITHIN 6 HOURS

Total mentions: 7,780

Total Reach: 12,152,971,022

Total mentions: 1,893 Total Publicity Value: $22,740,334

Total Reach: 2,787,347,423

Total Publicity Value: $4,702,590.47
 PERSPECTIVE
To further exemplify the success of our media efforts, we’ve pulled a
THE BIG PICTURE comparison of a typical week of coverage for the Rock Hall.

JUNE 16-23 COMPARED TO JULY 16-23

Reach 709%

Publicity 577%

Mentions 399%

SUMMARY OF COVERAGE

2016 REPUBLICAN NATIONAL CONVENTION

Saturday July 16 - Saturday July 23, 2016

Total Media Mentions 9,673

Total Reach 14,940,318,445
Total Publicity Value Earned $27,442,924.14
ROI: 306x your investment
Client Name: Houma Area Convention and Visitor’s Bureau
Client Description: The Houma Area Convention and Visitor’s Bureau is the city’s marketing and
promotional agency, with the goal to position Houma in Terrebonne Parish, Louisiana, as a desirable
place to visit, thus increasing the economic impact of tourism on the city.

Project(s): Media Kit Development, Website Copywriting, Social Media Advertising

Responsibility/Roles: Develop and package media kit to be distributed to statewide, regional and
national travel and tourism reporters; develop multiple story ideas and angles to inspire reporters to
write about Houma; assist communications manager as needed; help with website copy development
and updating; draft social media copy for advertising campaigns to promote the area on multiple
platforms.

Samples Included:
Media Kit
Carousel Ad Campaign
history and culture
Houma was named after its earliest settlers, the Houmas Native American tribe, who settled in the
area after fleeing the Mississippi River during French settlement. The word “houma” means red in
the tribe’s language, which refers to their war emblem, the crawfish.

Most of the European pioneers who came to Terrebonne Parish migrated from the Mississippi River,
down Bayou Lafourche and then Bayou Terrebonne. There was an influx of French settlers from New
Orleans to bayou country after the Spanish domination in 1762. Other settlers into the area were
exiled French colonists known as Acadians from Nova Scotia, who searched for a new settlement
for 10 years before arriving in Terrebonne. They chose this area because of its isolated geographic
location, minimal governmental control and fertile land. Though the primary settlers were of French
origin, over the years many Spanish, German, English, Italian and West Caribbean cultures made
Terrebonne Parish their home.

One of the most southern of all Louisiana parishes, Terrebonne Parish was established on March 22,
1822 when it was annexed from the southwest portion of Lafourche Parish, bordering the Gulf of
Mexico. Old southern plantation life began to dominate the area in the 1800s. Sugarcane cultivation
was the principal agricultural industry in the parish. The first plantation was built in 1828. Twenty-
three years later, Terrebonne had 110 plantations and a large slave population.

The people of the Houma area lived in seclusion for generations and continued family traditions,
including their unique dialect of French language, music, dance and cooking. It wasn’t until the
discovery of oil and natural gas in 1929 that many portions of Terrebonne Parish were introduced to
the outside world. Today, the heritage is still celebrated through the area’s many festivals.

Over the years, the Houma area has evolved from a dense wilderness to a primitive village, from a
village to a small town relying on agriculture and seafood production to a city relying on the oil and
gas industry. Today, Terrebonne Parish has become an area based on a diversified industry, unique
culture and long standing traditions, unforgettable food and friendly people.

houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
Facts, Figures and Frequently Asked Questions
Where is Houma?
The Houma area, also known as Terrebonne Parish, is located 57 miles southwest of New Orleans. Houma is
bordered to the northeast by Lafourche Parish, the northwest by St. Mary and Assumption Parishes, and to the
south by the Gulf of Mexico. The proximity to the Gulf and abundance of waterways has earned the Houma area
the title Louisiana’s Bayou Country. Within a short drive, visitors can experience offshore, brackish and freshwater
fishing; stops on the American Bird Watching trail; and swamp and bayou tours.

Population
City of Houma – 34,040 / Terrebonne Parish – 112,749

Weather
Houma’s geographic location provides for a wide range of weather conditions. The Gulf of Mexico has warm,
humid conditions most of the year with an annual average temperature of 68 degrees. Summer days are an
average of 85 degrees and are often cooled by afternoon showers. The average annual rainfall is 59 inches, but
there is 65-70 percent chance of a sunny day on average. Houma does experience a brief winter period, with
temperatures dipping into the 40s and potential for overnight freezing. January is the coldest month, and snowfall
is rare in this region.

Spring and fall offer pleasant conditions for travelers, with daytime temperatures in the mid-70s and nighttime
temperatures in the 50s and 60s.

Land and Wetlands

Terrebonne Parish is 2,100 square miles, making it the second-largest parish in the state of Louisiana. The land
area is 1,255 square miles with 825 square miles of water. More than 65 percent of Terrebonne Parish consists
of wetlands or is covered by open water. The city of Houma is 14 square miles and is located 35 miles from the
Gulf of Mexico. The parish is composed of low, flat land with a topography varying from prairies and wooded
areas 12 feet above sea level to bayous, lakes and marshes. Our wetlands are part of the second-largest flyway
in the United States and the winter home of five million birds. It is also home to 70 threatened or endangered
animal and plant species. Formed by the Mississippi River Delta, our fertile land is perfect for agriculture with
sugarcane being a primary crop.

What is a bayou?
A bayou is a small, slow-moving body of water that is often a tributary of another, larger body of water. The word
bayou is a derivative of the native Choctaw word “bayuk” of the same meaning. Terrebonne Parish has five major
bayous that flow through our area, allowing great opportunities to explore the area by water.

What is a Cajun?
Many of the residents of the Houma area refer to themselves as Cajuns. The word Cajun is a derivative of the
word “Acadian,” a group of French-Canadians who were forced into exile in 1755. Many found homes along the
bayous of Louisiana and brought with them their language and customs. Today, many still embrace the Cajun
lifestyle of living off the land while maintaining a strong work ethic and a joie de vivre, or joy of life.

houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
festivals
Folks in southern Louisiana are big on fun! As a result, Houma has one of the largest schedules
of festivals, fairs, f˘tes, fais-do-dos, rodeos, cultural events, sporting tournaments and Mardi Gras
events in the region.

Make plans to join us for one (or more!) of our many annual events:

January Annual Southern Louisiana Boat Show

February and March Mardi Gras in Houma with over a dozen parades, featuring colorful
floats and costumes, marching bands and trinkets for all onlookers.

April Annual Chauvin Folk Art Festival

May Oilman’s Fishing Invitational, Stomp’n on da Bayou

June Krewe of Terreanians Fishing Rodeo

July Independence Day Parade, Fireworks, Beauty Pageant and Bike Race

August Terrebonne Sportsman League Fishing Rodeo, Cleopatra Fishing Rodeo

September Fall Pops Concert, Big Band Bash, Best of the Bayou Festival

October Annual Taste of Louisiana, Voice of the Wetlands Festival, Dularge Fishing Rodeo,
Rougarou Festival

November Southdown Marketplace Arts and Crafts Festival, Bayou Beer Fest

December Cajun Christmas Parade, Ala Bayou Terrebonne Christmas Boat Parade


houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
 historical places and attractions
Things To Do In Houma
Swamp Tours Charter Fishing Art and Museums Shopping Dining
Geocaching Hunting Birding Plantation Tours

Plantations
Houma has long been known for its beautiful and historic plantation-style homes. The
greater Houma area had a major impact on the sugarcane industry, which helped the area
grow to its current population of 100,000 residents. At the peak of the industry, 86 sugar
mills were in operation in Terrebonne Parish.

Southdown Museum
• 19th century sugar plantation (1828) owned by Stephen Minor
• Entertained guests, hosted balls and receptions
• Added to national register of historic places in 1974 and then donated to the
Terrebonne Historical and Cultural Society

Twelve Oaks Plantation

• 750 acre sugarcane plantation on Big Bayou Black
• Damaged by fire in 1936
• Newman family built existing grounds in 1950
• Now a bed and breakfast

Ardoyne Plantation-Schriever
• 1894 sugarcane plantation with Victorian Gothic architecture
• Added to national register of historic places in 1982
• Family-owned for six generations, with descendants of the original owners
still in residence

houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
traditions
Mardi Gras
Mardi Gras in Houma, Louisiana, is a true Cajun celebration. Mardi Gras is French for “Fat Tuesday.” The celebration gets this
name because many Catholic observers of Lent would typically eat up all the traditionally-rich foods in the house (bacon,
butter, eggs and fatty meats) on the Tuesday before the start of fasting and sacrifice during Lent. This tradition has evolved
over the years to include not only great food, but also a full on celebration with colorful floats, lavish costumes, marching
bands, masked balls, king cake, costumed revelers and beads. With over a dozen parades, Houma has one of the largest
Mardi Gras celebrations in Louisiana. The Mardi Gras celebration in Houma starts with the Krewe of Hercules and runs nearly
non-stop until the Krewe of Bonne Terre.

Future Mardi Gras Dates:

February 9, 2016 February 28, 2017 February 13, 2018 March 5, 2019 February 25, 2020

legends
Traiteurs, also known as Treatures, are healers who use faith and folk medicine to treat a wide range
of illnesses and conditions.

Last Island is a series of barrier islands along Terrebonne Parish’s Gulf coast. It was originally
one island approximately 25 miles long and one mile wide. Over the past two centuries, storms and erosion
have greatly altered its size and configuration. As the years passed and southern Louisiana grew in
population, Last Island became a popular vacation spot for fishing, swimming and other leisure activities.

Voodoo came to Louisiana from Africa via Haiti and the West Indies. It is considered a form of religion,
and its practitioners use it to communicate with ancestors and animal-type gods.

Houma Indians were first mentioned in 1682, when a French explorer mentioned passing
through a fog near the village of the “Oumas.” Today, small scatterings of tribal members still live in the
coastal areas of Louisiana, but the lack of federal recognition, hurricanes and coastal erosion continue to
threaten their survival.

Alligator Annie was a real, larger-than-life character straight out of the bayou. Born in 1915,
Annie Billiot began hunting alligators and trapping with her parents when she was a small child. Annie was
a civic-minded citizen and became a special deputy to enforce gaming and wildlife laws. Annie and her
husband, Eddie, began a business guiding swamp tours to promote tourism in the area. The couple gained
television exposure and national fame as they shared the beauty of the swamps. Eddie and Annie died in
2002 and 2004 respectively, but the swamp tours have been carried on by their sons.

The Loup Garou is a Cajun legend of a human who changes into a wolf at his/her own will. The
French word loup means “wolf” and garou means “man who turns into animal.”

houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
film industry
• Louisiana surpassed California in 2013 to become the film production capital of the world
• Nicknamed “Hollywood South”
• Louisiana is now the top state in the country for production industry jobs
• 60 films were made in Louisiana in 2013, with an estimated economic impact of $450 million

Benefits of filming in Houma

Locations Housing Services Airport Weather

Bayou Country Film Credits Television Credits

12 Years a Slave America’s Heartland
All the King’s Men Animal Planet
Beasts of the Southern Wild* Food Network
Crazy in Alabama Haunted
Deadline PBS
First Love, Last Rites Swamp People
Hurricane on the Bayou (IMAX) The Thirsty Traveler
Lee Daniels’ The Butler Travel Channel
Terror in the Swamp
The Apostle
The Best of Me
The Exile
Three on a Match
Tribute

*Beasts of the Southern Wild starred Houma-native, Quvenzhané Wallis.

• Born August 28, 2003, in Houma, Louisiana
• Pronounced “kwuh-ven-zhuh-nay”
• First African-American child actor to earn an Oscar nomination
• First person born in 21st century to receive an academy award nomination
• Most notable films include Annie (2014), 12 Years a Slave (2013), Beasts of the Southern Wild (2012)

Sources
http://www.nola.com/movies/index.ssf/2014/03/louisiana_outpaces_los_angeles.html
http://www.fbtfilm.com/louisiana-film-info/economic-impact/
http://www.cbsnews.com/news/louisiana-the-new-hollywood/
http://en.wikipedia.org/wiki/Quvenzhané_Wallis

houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
music
Rhythms of Louisiana’s Bayou Country
Cajun, Jazz, R&B, Zydeco, Rock, Swamp Pop and the list goes on and on in Houma.

Cajun music is rooted in the folk music of the early French-Acadian settlers of Louisiana,
but it has been influenced by — and continues to influence — many other genres of
music. The original French ballads were changing even as the first Acadians came here
and encountered other settlers and Native Americans. Instruments were scarce at first
and many songs were, therefore, sung acapella, with hand clapping and foot stomping
providing the rhythm.

In the 1800s, the music was transformed again by new cultural influences coming into
New Acadia. African music, R&B, European and Native American music were blended into
the ballads for a different, richer sound. Anglo-Americans brought new fiddle tunes and
some new ballads. German immigrants introduced the accordion to the regional music
scene, and it was quickly adopted as its sound carried well in a crowded dance hall.

Cajun musicians Adam Fontenot and Amede Ardoin were innovators of the new Cajun style
and were among the first to record their music. In more recent years, amplification has
allowed a lighter touch with the bow to the violin. Western Swing and Bluegrass influences
were incorporated into the music, and musicians began singing in English. The accordion,
although played at home, was not generally used on popular recordings. When Rock came
along, another new sound called Swamp Pop was born.


houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
glossary
Andouille (ahn-do-ee) A spicy Cajun sausage used in Gumbo and other Cajun dishes.
Bayou (Bi-you) Small, slow-moving waterway.
Beignet (ben-yea) Delicious sweet doughnuts, square-shaped and minus the hole, lavishly sprinkled with
powdered sugar. Sometimes served with café au lait (coffee with chicory and milk).
Boudin (boo-dan) A pork sausage stuffed with onions, herbs, spices and cooked rice.
Bourre (boo-ray) French for “stuffed,” it is the name of a Cajun card game that requires the loser of a hand
to stuff the pot with chips.
Ca c’est bon (Sa Say Bohn) That’s good.
Cajun (cay-jun) Slang for Acadians, the French-speaking people who migrated to South Louisiana from Nova Scotia in the eighteenth century. Cajuns settled
into a rustic lifestyle along the bayous, which included living off of the land.
Cajunicity That uniqueness, that rarity that defines the Houma lifestyle as a whole — as a people, a culture, a community.
Cher (Sha) Dear. (term of endearment)
Chevrette (Shu-vret) Shrimp.
Cocodrie (ko-ko-dree) Alligator.
Couche-Couche (koosh-koosh) A popular breakfast food made by frying cornmeal and topping it with milk and/or cane syrup.
Courtboullion (Coo-buh-yon) A rich, spicy tomato-based stew with fish and vegetables.
Etoufee (Ay-two-fay) A slow cooked, smothered, tomato-based stew usually made with shrimp or crawfish.
Fais-do-do (Fay-doe-doe) A Cajun dance party. Literally translates to “go to bed” as parents would tell their children before the party began.
Filé (Fee-lay) Ground sassafras leaves traditionally used to flavor gumbo.
Fricassee (Free-ka-say) A traditional French stew made by browning meat and adding a roux to the pan drippings to create a thick gravy.
Gumbo (Gum-bow) A roux-based soup often served with either seafood or chicken and Andouille sausage.
Jambalaya (Jum-bah-lie-yah) Similar to Spanish paella, a traditional rice dish served with seafood or chicken and sausage.
Joie de Vivre (Jhwa duh Veev) Joy of life.
King Cake The official sweet treat of the Mardi Gras season. Traditional king cakes are cinnamon flavored, glazed with icing and decorated with purple,
green and yellow colored sugar. Be careful not to get the tiny toy baby hidden inside or the next cake is on you!
Lagniappe (Lahn-yap) A little something extra.
Laissez les bon temps rouler (Lay-say lay bohn tohn roo-lay) Let the good times roll.
Maque Chou (Mock shoo) A dish made by scraping young corn off the cob and smothering the kernels in tomatoes, onion and spices.
Pain Perdu (Pan pear-doo) Literally “lost bread,” a breakfast dish made by soaking stale bread in egg, frying and topping with syrup or powdered
sugar. AKA French toast.
Pirogue (Pee-rog) A canoe style boat used by natives and Cajuns.
Poboy (Poe-boy) A French bread sandwich often filled with seafood.
Praline (Pra-leen) A traditional candy made with pecans, cream and sugar.
Sauce Piquante (Saws Pee-kawnt) Literally “spicy sauce.”
Voodoo Came to Louisiana from Africa via Haiti and the West Indies. It is considered a form of religion, and its practitioners use it to communicate with
ancestors and animal-type gods.
Zydeco (Zi-di-ko) A blended musical style from Louisiana that combines traditional Cajun music with African rhythms and American blues.

houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
story ideas
Geocaching: Go on a treasure hunt in Houma! Houma Travel has partnered with
Geocaching.com to bring you a tour of Louisiana’s Bayou Country. Play along in this treasure hunting game to
find geocaches hidden in Houma’s beautiful bayous and moss-draped cypress trees. Use GPS devices to follow mapped coordinates and navigate through
Terrebonne Parish collecting Houma Travel’s hidden game pieces. And don’t forget to sign the logbook inside! Once you find 20 containers, you will be rewarded
with a commemorative geocoin! Learn more about Louisiana’s only geotour at https://www.geocaching.com/play/geotours/houma.

From the Water to the Table: A Seafood Odyssey in Houma A culinary journey in Houma, LA begins on the open water.
For many years, Houma was described as the “little oil and fishing” village. The village turned city is now one of the top producers of seafood in Louisiana. It
accounts for more than 20 percent of the state’s production.
From the boat to the processing plant to the restaurant and finally to your plate – the entire journey awaits you! Visit with local fishermen as they uphold long
family traditions in an ever-changing industry. Visit a shrimp processing plant. Discover how a blue crab becomes a “soft shell” crab. Go behind the scenes for a
tour of a cutting edge oyster processing plant where the oyster meat is shucked and bacteria is reduced using a patented high-pressure processing system.
Finally, visit one of our many Cajun restaurants serving up platters of fresh seafood any way you like it – boiled, fried, on the half shell, or in an étoufée, gumbo,
or jambalaya.

It’s Not a Fish Story if You Really Catch One THIS BIG With some of the best world-class fishing, the Houma area’s
unique location allows for a diverse combination of fishing that makes it the true fisherman’s paradise. Whether you bring your own boat (Houma is located right
on the Intracoastal Waterway) or use one of our countless charter services, you’ll find multiple marinas and convenient accommodations guaranteed to create
the perfect mix for your trip.
Travel to the end of the road in Cocodrie, located on the Gulf Coast, and visit one of the many marinas for bait, a bite to eat, or even a place to sleep. Visit the
Point-aux-Chenes Wildlife Management Area to fish right off the banks for crabs, shrimp and inland saltwater fish. For the competitive angler, visit the calendar of
events on www.houmatravel.com for a long list of fishing rodeos.

Houma is the Home of Swamp People Hometown of the History Channel’s Swamp People, R.J. and Jay Paul Molinere, the Houma area
showcases some of the most pristine swamps in the Atchafalaya Basin. Visitors can tour the swamps by airboat, pontoon boat and even by air in a small plane.
Experience the beauty of Louisiana’s Bayou Country at our birding and wildlife observation areas, including the Mandalay National Wildlife Refuge Nature Trail.
The very first swamp tour was started by Houma native Alligator Annie Miller. Alligator Annie once said, “I’d fit the world in my boat if I could and show ‘em this
place. I’ve got a pretty good start on it.”

Voice of the Wetlands and Award-Winning Blues Musician Tab Benoit Two-time Grammy nominated
musician and multiple Blues Music Awards winner Tab Benoit, a Houma native, formed Voice of the Wetlands in 2003. VOW is a nonprofit organization whose
volunteers are a mixture of musicians, actors, artists, and coastal erosion experts whose mission is to educate the nation on Louisiana’s coastal and cultural
erosion through a series of events, including its annual music festival held in Houma in October.

Celebrate Mardi Gras in Houma Be a part of a truly authentic Cajun Mardi Gras celebration. With more than a dozen parades full of
colorfully-themed floats, scores of marching bands, costumed revelers and tons of great throws, Houma boasts the second-largest Mardi Gras celebration in all
of Louisiana.
Join Houma’s Mardi Gras celebration and you’ll find an overabundance of fun-filled, family-friendly events that everyone can enjoy. Besides our parades and
masked balls, Houma offers affordable accomodations and hundreds of delicious dining venues. Next year, plan to experience the magic and merriment of
Houma’s Mardi Gras and you’ll be right in step with a centuries-old, grand Cajun celebration.
Visit www.houmatravel.com/see/mardi-gras for a complete Mardi Gras schedule.

Press Contact
Joey Pierce, Communications Manager
joey.pierce@houmatravel.com 985-868-2732 114 Tourist Drive, Gray, LA 70359

houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
positive press
Like treasure hunts? Houma is home to Louisiana’s only GeoTour
by Jabari Thomas, WGNO; April 13, 2015

“In Houma, visitors can take part in the only official GeoTour in Louisiana. Users will be taken on an
adventure through the sights of Louisiana’s Bayou Country, exploring nature parks, museums and
even an alligator farm to find hidden caches. If you find 20 containers, you will be rewarded with
the commemorative official Houma geocoin!”
http://wgno.com/2015/04/13/houmas-geocaching-tour/#ooid=ZrMmlpdDrfN64ylQhjHUxr-c3G5Yb8Q7

French Connection: Tourists get in touch with local culture

by Meredith Burns, Houma Today; March 19, 2015

“Lots of travelers will pass through, but the international traveler has the tendency to take in the area and
spend a little more time,” said Joey Pierce, communications manager for the Houma Area Convention and
Visitors Bureau.
http://www.houmatoday.com/article/20150319/ARTICLES/150319544

Ticket to Write: Houma, a Microcosm of Life on the Bayou

By Steve Stephens, The Columbus Dispatch; February 22, 2015

“There’s no place like Houma. Sorry. But it’s true. The small city (pronounced HOH-muh) in the heart of
Louisiana bayou country is an unusual mix of Cajun, Old South and coastal America. Fifty miles southwest
of New Orleans, the town of 33,000 people offers visitors plenty of good food, historical insights and
interesting diversions.”
http://www.dispatch.com/content/stories/travel/2015/02/22/1-houma-a-microcosm-of-life-on-the-bayou.html

Residents Show They’re Happy in Houma

By Kate Mabry, Houma Today; January 10, 2015

“We have a naturally ingrained happiness in our culture. We have a lot to offer to do in our area that can
make people happy. Cajun music is so joyous, and there are opportunities to be outdoors often. We
also have gorgeous scenery from swamps and marshes to coastal areas.” – Joey Pierce, the bureau’s
communications manager.
http://www.houmatoday.com/article/20150110/ARTICLES/150119987

Houma-Thibodaux Named Second-Happiest Metro Area in U.S.

By Jordan Gribble, Houma Today; July 23, 2014

“If you’ve made your home in [The Houma-Thibodaux] area, you’re likely happier than people in
other parts of the country, according to a new study.
“The Houma-Thibodaux area ranked No. 2 in a study of each metropolitan and rural area.”
http://www.houmatoday.com/article/20140723/ARTICLES/140729842

houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
resources for media
Houma’s diverse culture and environment offers something different for everyone. We invite the media,
photographers and travel writers to experience our destination and discover Louisiana’s Bayou Country.
The Houma-Area Convention and Visitors Bureau will provide assistance upon request, including customized
itineraries, ground transportation, accommodation assistance, area information and photography.

Itinerary Assistance
Complimentary, specialized itineraries including accommodations, meals, attractions and interviews can
be created to meet the specific needs of the media.

Ground Transportation
Bureau staff members can provide complimentary ground transportation during the media’s stay in Terrebonne Parish.

Guide Services
Knowledgeable guides can be provided courtesy of the bureau to assist the media in getting around our area.

Photos/Videos
The bureau maintains a library of color photos and video that may be used to accompany pieces featuring
Houma/Terrebonne Parish.

Travel Writer/Media Representative Qualifications

To receive complimentary assistance, writer/media representative must provide credentials upon initial
inquiry, including recent work, publications and association memberships.

Requests for assistance must be made at least two weeks prior to arrival.

Requests must include the nature of the assignment, subject interest and length of stay.

Complimentary accommodations will be provided for commissioned work only.

Complimentary accommodations are strictly on availability. For non-commissioned work, reduced rates
or complimentary stays will be left to the discretion of the individual lodging property managers.

Costs incurred by family members or traveling companions are not covered by the bureau.

Deviations or cancellations from planned itineraries must be made 24-hours in advance of scheduled arrival.
This includes lodging and special interest appointments with local personalities. If 24-hour notice is not given,
writer/media representative is responsible for payment.

Stories relating to the visit must be provided to bureau within one month of publication.

Press Contact
Joey Pierce, Communications Manager
joey.pierce@houmatravel.com 985-868-2732 114 Tourist Drive, Gray, LA 70359

houma area convention and visitors bureau houmaTravel.com 1-800-688-2732 114 Tourist Drive, Gray, LA 70359
Fall Campaign Media Recap
Houma Media Recap
FACEBOOK CAMPAIGN OVERVIEW
The following presentation outlines the social media efforts for Houma Area CVB
during the Fall Campaign.

ACTIVE DATES: November 10 - December 4, 2015

MEDIA: Facebook Advertising

GEO-TARGET: People living or traveling within a 3-hour radius of Houma

DEMOGRAPHICS: Adults 25+ with interests and behaviors related to Fall Outdoors and
Geocaching

Essential Cash Giveaway Media Recap

KEY TAKEAWAYS & RECOMMENDATIONS
• Over 23,000 clicks to the Houma site.
• The average cost per website click was $0.64.
• 84% of the users were reached via the mobile news feed, while 67% of the clicks to the website
came via placement on third party mobile apps (Audience Network).
• The campaign’s click-through rate of 1.85% performed well above Facebook industry
benchmark of 0.21%.

Specific Insight for Future Campaigns:

• Include more large format horizontal images for the carousel ads. The performance of the
these advertisements in comparison to the traditional carousel versions was striking, making up
96% of the total website clicks.
• Include more authentic photos representing Houma. As we saw in this campaign, the audience
was more likely to engage with images or people that they were able to relate with.

Houma Media Recap

FACEBOOK OVERVIEW
Reach: 188,303 individual Facebook users

Total Actions: 24,078 


(post likes, page likes, comments or shares)

Frequency: 6.7 times per user

Website Clicks: 23,200

WEBSITE CLICKS REACH IMPRESSIONS WEBSITE CTR ACTIONS

Fall Outdoors 22,234 181,209 1,192,186 1.86% 23,088

Geocaching 966 8,142 62,637 1.54% 990
TOTAL 23,200 188,303 1,254,823 1.85% 24,078

Essential Cash Giveaway Media Recap

CREATIVE SCREENSHOTS

Restaurant: Take a Bite

Post Likes Shares Comments Link Clicks Page Likes

497 50 37 10,340 69

Houma Media Recap

CREATIVE SCREENSHOTS

Alligator: Snap a Good Time

Post Likes Shares Comments Link Clicks Page Likes

106 17 7 5,478 7

Houma Media Recap

CREATIVE SCREENSHOTS

Music: Strum Up a Good Time

Post Likes Shares Comments Link Clicks Page Likes

46 5 4 6,190 4

Houma Media Recap

CREATIVE SCREENSHOTS

Concert: Join the Party

Post Likes Shares Comments Link Clicks Page Likes

*This ad set was paused and did not run the entire campaign
3 1 0 226 1

Houma Media Recap

 CREATIVE SCREENSHOTS

Geocaching

Post Likes Shares Comments Link Clicks Page Likes

16 2 2 966 4

1 Houma Media Recap

CAMPAIGN COMPARISON
Between last two Facebook campaigns, the November Fall Campaign garnered 41% of
the total website clicks in a shorter flight when comparing to the August Geocaching
Campaign.

WEBSITE
Flight REACH IMPRESSIONS WEBSITE CTR ACTIONS
CLICKS

Nov. Fall
Campaign 3 weeks 23,200 188,303 1,254,823 1.85% 24,078

Aug.
Geocaching 13 weeks 33,569 485,689 3,211,039 1.05% 35,636
(Facebook Only)

TOTAL 56,769 673,992 4,465,862 1.27% 59,714

Houma Media Recap

Houma Media Recap
Client Name: WaterColor
Client Description: WaterColor, Florida, is a luxurious community on the much desired 30A strip. The
community faced the decision of whether or not to spend the money to improve their outdated
amenities. We were hired on behalf of the board of directors to opem communicate information about
this project and manage the get out the vote campaign.

Project(s): Internal Communications, Website Development and Content Management, Crisis

Management, Presentation Development, Speech Development, Speech Training, Message
Development, Email Marketing Communication and Database Management, Voter Management,
Creative Content and Persuasive Materials Development, Advertising Campaign, Public Relations,
Online Community Management

Responsibility/Roles: Oversee the planning, budgeting, and flow of work through the agency and
manage all client communication; copywriter for all persuasive messaging including website, email
marketing campaigns, brochure, informational handouts, poster, letters from the BOD, speeches by
BOD; community relations, respond to questions/concerns from community, FAQ development; website
management and updating; CRM and contact database management, deploy email marketing
campaigns; presentation development and speech training for key leaders.

Samples Included:

Website and Email Blast Examples

Letter From Board of Directors
Brochure
May 27, 2016

Dear Neighbor,

We are so excited to present you with the final proposal for expanding and improving the
amenities in our community.

Over the past years, many homeowners and professionals gave their time, expertise and
talent in developing these amazing improvements. The process was thorough, exhaustive
and we truly appreciate all of you who have provided feedback along the way.

We stand unified in support of this project and urge you to vote yes!

Expanding our amenities and improving the community experience will benefit us all. In
fact, experts predict it will increase property values and rental income potential. Whether you
choose to rent or not, these amenities will create a better WaterColor experience for our
homeowners and our guests.

Most importantly, these plans will relieve the overcrowding problems and ensure that every
experience in our community is a wonderful, relaxing one.

With your support and vote today, we can see the future of an even brighter WaterColor.

Unanimously Yours,

Homeowners Association Board Beach Club Expansion Committee

Kelleen Schuster, President Scott Barnes, Chairman
Randy Carroll, Vice President Joe Lain
Matthew Poe, Secretary Stacy Piper
Dan Smith, Treasurer Todd Rogers
Patrick Murphy, Board Member Brad Smith
Barron Strother
Mark Wright
 As our beautiful community enters its 15th year,
now is the time to prepare for the future.

WaterColor is one of the premier coastal, master-planned communities on scenic 30A.

Whether our neighborhood is your personal sanctuary, or your home away from home,

nothing can compare to our sugar sand beaches and coastal dune lake shores.

As the population of our community has increased, so too has the popularity of the

amenities we all share. This overcrowding of WaterColor’s amenities has been the

source of some frustration among homeowners and our guests.

This plan relieves overcrowding and enhances the WaterColor experience.

• Beach Club – improved, enlarged and enhanced
• Camp WaterColor – transformed into a family fun destination

More ways to enjoy the wonders of WaterColor: triple the pool area, more restaurants,

a family fun destination and even spectacular sunsets views.

* artist rendition
Building A More Beautiful Beach Club

A New Beach Club - Triple The Fun Preview Our New Pools
The Beach Club expansion will triple the current pool We will add two new resort-style pools, one with zero-

size to meet the demand during peak times. With two entry, tripling the total pool capacity and deck space.

new pools and enhanced poolside food service, the Plus dedicated sunbathing areas and new pool deck

WaterColor Beach Club will be the largest and most cabanas all on terraced decks for sweeping sunset

beautifully designed beach club with the most desired views of the Gulf.

amenities and superior facilities along 30A.

A Welcome Area Worthy of WaterColor Let’s Eat - More Choices, More Spaces
The new Beach Club arrival area will feature a new • New sunset bar with a panorama of sea and sky

reception area that will enhance the arrival experience, • Larger main dining room
with conveniently located towel service. The renovated
• More pool deck food service
and enlarged structure will have improved access
• Expanded kitchens and menus
to the beach and will include an additional elevator

giving service personnel easier entry to back-of- • Indoor/outdoor dining with seating for 150

house operations.
* artist rendition
Camp WaterColor - A Family Fun Destination

The Camp WaterColor pool will be transformed into a family fun destination,

a major attraction for WaterColor families with younger children. All designed for

a full day of fun without ever leaving the pool area.

• Triple the size of the existing pool

• Zero-entry pool, like the gentle slope of the beach
• Splash pad with interactive dancing jets of water
• Waterslide – twist and plunge into the pool
• New food, beverage and bar service
• Reduces overcrowding on the beach

* artist rendition,
conceptual drawing only
A Brighter WaterColor

As we approach this milestone in our WaterColor community, it’s time to look

to the future. This project will improve the experience of both the homeowners

and our guests. Many predict it will increase property values and rental income

potential so we can continue to protect WaterColor’s position as the leading

community along 30A.

A Community Together
Please carefully consider this proposal and visit our website

MyWaterColorCommunity.com to browse the frequently asked questions

or submit your own question.

We care about our WaterColor family and have worked hard to make this exciting

community project transparent, open and easy to understand.

This project is supported by your Board of Directors, Beach Club Expansion

Committee, Finance Committee and Enhancement Committee and urges you to

vote yes. Please return your ballot in the enclosed envelope.

Building For Our Future

WaterColor’s amenities are an important part of our community experience,

so construction will be strategically planned to minimize disruption.

A phased approach will ensure amenities are not taken offline without access to

a comparable attraction, and will accommodate peak times and seasons.

This project is estimated to take approximately 18-24 months to complete,

with construction beginning in 2017.

Enhancing the Essential Elements

Beyond the improvements to the pools and amenities there are portions of the expansion project designed to

improve the exclusive experience of life in the WaterColor community.

Parking Security
WaterColor was designed to be a walkable Enhancing security and the exclusive access of

community, but we know many of our owners and WaterColor’s new restaurants, pools and other amenities

guests also enjoy the convenience of other modes by homeowners and our guests is one of the main goals

of transportation, especially riding bicycles. of this project.

• More bike racks in more locations • New plans and layout improve security

• Parking analysis to increase parking density • Stronger access points incorporated in design

• Re-directed traffic flow will curtail unauthorized access

* artist rendition
MyWaterColorCommunity.com
Client Name: Abita Brewing Company (Abita)
Client Description: Abita is a brewery located in Covington, Louisiana, best known as the oldest craft
brewer in the Southeast. They are a brand representative of the state and considered one of the largest
exporters of Louisiana culture.

Project(s): Public Relations (Product Launches, Crisis Communication), on-going Brand Management
and 2016 Rebranding, Social Media Management, Message Development, Media Training
Responsibility/Roles: Social media content development and platform management, 24/7 community
management; draft public relations plans for various initiatives, create public relations materials
including releases, statements, quotes and talking points; speechwriting; handle media relations and
field all interview requests for the brewery; ongoing crisis communications when issues arise, handle PR
during their 2016 rebrand and 2015 acquisition.

Samples Included:
Social Media Samples
Blog Posts
Product Launch PR
Enjoy Beer Partnership PR
Rebranding PR
 June 2015
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6
Savor Abita BSS Baltic Porter Two Boots with #tbt of the brewery image from NOLA International Beer
Peppercorn #beer30 Festival
Savor Abita “It’s always
Reminder #beer30 in New
Orleans!”

7 8 9 10 11 12 13
Cajun Zydeco Seersucker à WIPA 6.9% Alcohol Cask conditioned National Seersucker Father’s Day Sale Creole Tomato Fest
Promote special on 6/9 Chili Pepper Day for giftshop
tours on 6/11 Seersucker

14 15 16 17 18 19 20
Amber with bridge Baby onesie from Employee spotlight Gifts for dad in our National Splurge Father’s Day Stock Lemon Wheat
in background our giftshop (Mark) giftshop (need new Day (Root Beer Up (Product)
content) Floats)

21 22 23 24 25 26 27
Father’s Day Strawgator returns #TriviaTuesday National Pralines National Catfish National Take your Highlight Weddings
(paid post) Day Day (Beer Pairing) dog to work day at brewery
(Turbodog)

28 29 30
Purple Haze Summer/4th of July #regram from a fan
Cans or sales rep image

July 2015
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4

Mark Spotlight Find Abita Bottle Cap 4th of July Post

American Flag

5 6 7 8 9 10 11

Maple Pecan Case of the Running of the Where’s the #tbt What’s on tap Running of the
Teaser/Push Mondays? Bulls teaser Party? Local for weekend? Bulls in NOLA
Events on site

12 13 14 15 16 17 18
#WCW (feat. a
Grilling outside/ #regram from a Bastille Day or woman from the 60 days til Beat the heat
Lemon Wheat fan Home Run brewery or all regular season
with Seersucker
Derby women Abita football
drinkers)
19 20 21 22 23 24 25

Family of Beers Vacation/Cans/ Welcome to the National #tbt Beach/Buried Cookbook push
Beach towel
21 Club. Cheers Hammock Day treasure w/ summer
Take Abita to the to new 21 yr recipe
beach olds
26 27 28 29 30 31 1

#MCM Brewer #regram from a Satchmo White Linen

Spotlight fan Summer Fest Night

Other Post Opportunities:

- Brewery Tours when launched
Blueberry Wheat Launch: Public Relations Report
Release Distribution

• Release published: June 1, 2016

• Total Online Story Count: 68

• Estimated Total Audience:

55,319,531

Abita Blueberry PR Report

Public Relations Value

• Total Web Page Views: 251,882,018

• Unique Visitors: 55,189,551
• Calculated Publicity Value: $1,076,736
• Calculated Ad Value: $358,912

Abita Blueberry PR Report

Local Highlights

Abita Blueberry PR Report

Local Highlights

Abita Blueberry PR Report

Broadcast Coverage Highlights

WAFB- Baton Rouge, La. WDSU- New Orleans, La.

CBS Channel 9 Morning News
NBC Channel 6

@ 6 A.M. 6/7/16, 19 seconds

@ 6 P.M. 6/7/16, 24 seconds

Abita Blueberry PR Report

Broadcast Coverage Highlights

WCFT- Birmingham-Anniston-Tuscaloosa, Al.

ABC Channel 40 Talk of Alabama

@ 9 A.M. 6/7/16, 206 seconds

Abita Blueberry PR Report

Trade Highlights

Abita Blueberry PR Report

Trade Highlights

Abita Blueberry PR Report

Recommendations and Takeaways

• Distribute release on the wire for greater chance of national pick-up

and exposure

• Allow press to receive the announcement first, ahead of social

channel posting

• Host an invite-only tasting event for the local press

Abita Blueberry PR Report

 Abita  Brewing  Completes  $30  Million  Expansion  
Company  Sets  Vision  for  Success  with  New  “Enjoy  Beer”  Partnership  

Abita  Springs,  LA—  The  oldest  craft  brewer  in  the  Southeast,  Abita  Brewing  Company,  which  
produces  160,000  barrels  annually,  has  completed  a  three-­‐year,  $30  million  state-­‐of-­‐the-­‐art  
expansion  that  will  increase  its  brewing  capacity  to  400,000  barrels.    

Abita  is  also  becoming  a  Founding  Brewery  Partner  of  Enjoy  Beer  LLC,  an  enterprise  created  to  
provide  resources  on  a  national  scale  to  a  select  group  of  top  independent  craft  brewers  across  the  
country.      

Abita’s  completed  expansion  and  the  new  Enjoy  Beer  partnership  lay  a  strong  foundation  for  the  
Louisiana-­‐based  brewery’s  continued  growth.      Enjoy  Beer  was  formed  to  create  partnerships  with  
top  craft  brewers  who  wish  to  preserve  their  local  independence,  while  gaining  shared  resources  
in  areas  such  as  distribution,  sales,  marketing  and  logistical  expertise.  These  resources  are  
necessary  to  compete  with  large-­‐scale  corporate  competitors.  

“As  a  local  brewer  deeply  rooted  in  our  Louisiana  culture,  I’ve  always  dreamed  of  an  opportunity  
to  help  develop  something  like  Enjoy  Beer,”  says  David  Blossman,  President  of  Abita  Beer  and  
Board  Member  of  Enjoy  Beer.  “Enjoy  Beer  is  an  innovative  concept  that’s  going  to  give  Abita  the  
resources  and  expertise  we  need  for  a  successful  long-­‐term,  national  growth  strategy,  while  
keeping  our  roots  firmly  planted  here  in  Louisiana.”    

According  to  Richard  Doyle,  the  President  and  Founder  of  Enjoy  Beer,  LLC,  “As  the  craft  industry  
continues  to  evolve,  there  is  enormous  pressure  on  brewers  to  compete  against  the  big  breweries.  
In  leading  Abita,  David  has  always  been  committed  to  innovation  and  finding  new      opportunities  
to  compete  while  ensuring  the  company’s  independence  and  local  roots.”      

An  industry  veteran  with  nearly  thirty  years  of  experience,  Doyle  co-­‐founded  and  was  the  CEO  of  
the  Harpoon  Brewery  in  Boston,  Mass.,  before  selling  his  interest  to  Harpoon  employees.    He  is  
also  a  former  Chairman  of  the  Brewers  Association.    

Adds  Doyle,  “Enjoy  Beer  will  pioneer  a  new  model  in  the  industry,  and  together,  Enjoy  Beer  and  
Abita  can  compete  at  the  next  level  by  expanding  the  reach  of  a  beloved  brand  to  share  the  unique  
culture  of  New  Orleans  with  the  rest  of  the  country.”    

-­‐more-­‐  
Currently,  Abita  produces  eight  year-­‐round  beers,  five  seasonal  brews,  four  harvest,  seven  big  
beers,  a  select  series,  and  a  root  beer.    The  company’s  products  are  sold  in  41  states,  the  District  of  
Columbia,  and  in  a  limited  number  of  foreign  countries.    Abita  Brewing  was  ranked  the  21st  
largest  craft  brewer  in  the  country  by  the  Brewers  Association  in  2014.  

###  

PRESS  CONTACT:  

Erica Sweeney  
225.329.  8684
erica@peoplewhothink.com
LAUNCH DAY OVERVIEW
Abita Brewing Co.: By Innovative Advertising
MENTION OVERVIEW
There were over 372 mentions across all social channels and websites on April 7th. The overwhelming
majority originated from Twitter with 306 individual mentions.

12%

2% 3%
1%

82%

twitter blog forum news facebook

Abita Brewing Co.: By Innovative Advertising
WORD CLOUD
The size of the words below indicates the frequency with which they were utilized across all social
channels and websites. The “11 recipes” refers to the tweet and Facebook post that was sent by Emeril
Tuesday morning.

Abita Brewing Co.: By Innovative Advertising

SENTIMENTALITY
Sentiments across the internet were largely neutral or positive. Only two mentions were classified as
negative. Neither of these negative comments were placed on an Abita Brewing channel or piece of
content.

Positive Neutral Negative

300

272
225

150

75
98

2
0
Volume

Abita Brewing Co.: By Innovative Advertising

EMAIL DELIVERY

27,938 29.3% 11.9%

RECIPIENTS OPEN RATE CLICK RATE

Abita Brewing Co.: By Innovative Advertising

MEANINGFUL POSTS

FACEBOOK TWITTER

Abita Brewing Co.: By Innovative Advertising

New Packaging Public Relations Report
National Release Distribution
• Release published: February 15,
2016

• Total Online Pick Up: 176 outlets

• Estimated Impressions Audience:
181,059,000

• Cities Targeted: Atlanta, Baton

Rouge, Houston, Nashville, New
Orleans.

• Targeting Criteria: Arts &

Entertainment, Food/Beverage,
Leisure/Hospitality, Retail,
Supermarkets, Restaurants, Misc

Abita PR Report
National Release Pick-Up

• Total Media Deliveries: 3,925

• Headline Impressions: 262,569
• Total Release Impressions: 1,769

Public Relations Value

• Total Web Page Views: 95,151,118

• Unique Visitors: 9,265,811
• Calculated Publicity Value: $1,128,005

Abita PR Report
National Highlights

Abita PR Report
Local Highlights

Abita PR Report
Local Highlights - WGNO Feature

Abita PR Report
Trade Highlights

Abita PR Report
Client Name: Essential Federal Credit Union (Essential)
Client Description: Essential Federal Credit Union, formally known as DOW Louisiana Federal Credit
Union, transitioned to the new name in 2015 with the help of Innovative Advertising. The credit union
has multiple branches in the greater Baton Rouge area.
Project(s): Blog Content Development and Management, Public Relations, Social Media, Crisis
Communication
Responsibility/Roles: Manage blog content calendar, draft blog content, photo search and blog posting
and management; draft social content related to blog posts; draft public relations materials such as press
releases, statements, quotes; manage brand and the media during crisis situations.
Samples Included:

Blog Samples
Example Social Media Recap
Flooding Press Release and Clips
 Inv es t ed in yo u.
2015 ANNUAL REPORT

Q2 2016 Campaign Report

June Content Marketing Facebook Campaign
The following outlines the social media efforts for the June Content Marketing campaign.

CAMPAIGN OBJECTIVE: To elevate the Essential brand as a trustworthy thought-leader, providing valuable content to the
local markets.

ACTIVE DATES: June 22 - 30, 2016

MEDIA: Facebook Advertising

GEO-TARGET: People living within a 10 mile radius of Baton Rouge, Central, Gonzales, Plaquemine and Walker

DEMOGRAPHICS: Adults 25-49

-Behaviors: Households with people who are likely to watch news shows
-Interests: Emergency preparedness, extreme weather, hurricane preparedness, National Hurricane Center,
National Oceanic and Atmospheric Administration, National Weather Association, National Weather Service,
preparedness, severe thunderstorm warning, severe weather, severe weather information, The Weather
Channel, tornado warning, tornado watch, weather, weather forecasting

MEASURES OF SUCCESS:
-Post engagement (likes, comments and shares)
-Ad click-throughs and click-through rate

Essential Quarterly Analytics Report

 June Content Marketing: Campaign Overview
Reach: 23,696 individual Facebook users

Post Engagement*: 384

Website Clicks: 329 with a 0.40% CTR (this CTR is 37.9% above Facebook’s Finance
industry benchmark of 0.29%)

WEBSITE POST
REACH** IMPRESSIONS ENGAGEMENT RATE PAGE LIKES
CLICKS ENGAGEMENT

TOTAL 329 23,696 83,076 384 0.46% 7

*The number of actions (ex: likes, comments, shares, photo views, link clicks, video views) related to your page's posts as a result of your ad.
**The Reach total is based on the number of unique users the ads are served to. As a user views multiple ads, they are only counted one time (Users may view ads in multiple cities and
campaigns).

Essential Quarterly Analytics Report

June Content Marketing: Creative Performance

Post
Likes Comments Shares Page Likes
Engagement

384 38 0 17 7
Essential Quarterly Analytics Report
FOR IMMEDIATE RELEASE:

Essential Federal Credit Union Will Open Monday to Serve the Community

Plaquemine, LA – August 15, 2016 – Essential Federal Credit Union will open, Monday, August 15, 2016
to help serve the community. The Plaquemine location will be open until 5:00pm; Siegen and Gonzales
location open until 3:00pm. Essential is part of the Co-Op Shared Branching Network amongst other
participating credit unions. This means Essential’s members and other credit union members, that are part
of the network, have free access to thousands of credit unions across the country. Basic transactions can
be conducted at Essential regardless if you have an account, such as, cash withdrawals, deposits, transfers
between accounts, etc. To find a listing of all credit unions in the Co-Op Shared Branching network visit
www.co-opsharedbranch.org.
“This is a tragic time for our community. At Essential, we want to be there for our membership and the communities
we serve. We will be working diligently to make sure members of our communities have access to their funds and can
begin healing from this tragedy. As a community credit union, it is our responsibility to come together and help our
communities recover.” commented Rick Williams, President/CEO of Essential Federal Credit Union.

Essential also has online banking that is available for their membership. The Plaquemine and Siegen location ATMs
are accessible and working for members of the community to withdraw funds.

About Essential Federal Credit Union

Founded in 1972 by a small group of Dow Chemical employees, Essential Federal Credit Union provides
financial services for individuals and businesses including checking, loans, IRAs, savings and more.
Essential has more than 27,000 members in nine parishes in the Baton Rouge community: East Baton
Rouge, West Baton Rouge, East Feliciana, West Feliciana, Ascension, Livingston, Iberville, Pointe Coupee
and St. Helena. With more than $320 million in assets, Essential is a community-chartered credit union that
is federally insured through the National Credit Union Administration. For more information about Essential
or to apply for membership, visit www.essentialfcu.org.

About Co-Op Shared Branching

CO-OP is an organization that works behind the scenes to support credit unions by bringing them the latest
financial services technology. Keeping members’ needs in mind, CO-OP aims to strengthen the credit union
network nationwide—with all kinds of exciting, progressive ideas that make banking easier and more
reliable. The CO-OP network offers 3,500 credit unions with more than 5,000 branches, nearly 30,000
surcharge-free ATMs nationwide, online banking tools and more.

Media Contact:
Allison Brown
Vice President of Marketing
225.379.5179
abrown@essentialfcu.org