reveal

Helen Butts
Account liaison
with BRAC
A look into how Reveal Public Relations used SCVNGR
to promote the nine-parishes of Baton Rouge for
Baton Rouge Area Chamber.
Alex Fish
Writing director
Regan Sobiesk
Design director
Brittany Titone
Strategy director
PUBLIC RELATIONS
MC 4001
Spring 2013
Introduction...............................................................................1
Research Report.......................................................................3
Situation Analysis....................................................................5
Target Audience.......................................................................8
Goal/Objectives/Strategies.....................................................10
Key Messaging.......................................................................11
Deliverables............................................................................14
Conclusion..............................................................................16
Table of Appendices...............................................................17
Table of Contents
BRAC Overview
BRAC is a nonproft organization that represents Baton Rouge and its surrounding nine parishes. It
relies heavily on its loyal investors, member businesses, civic organizations, education institutions and
individuals.
History
According to their website, the Baton Rouge Area Chamber began in 2005 as The Chamber oI Greater
Baton Rouge. It was not until October 2005 that the chamber changed its name to The Baton Rouge
Area Chamber to better refect their regional Iocus and align with other leading community institutions.
The Baton Rouge Area Chamber began with a Iocus on connecting businesses with individuals. In ear-
ly 2005, BRAC`s Board oI Directors voted to reIocus the Chamber on a singular, ambitious mission:
leading economic development in the Baton Rouge area.
That mission took on greater signifcance and urgency post-hurricane Katrina. The population grew
drastically with a permanent population increase, which compared to roughly 5-10 years oI normal
growth. This created new challenges and opportunities Ior the chamber in a Iast growing economy. In
light oI the population boom, BRAC launched a $7 million, fve-year capital campaign known as The
Campaign Ior a Greater Baton Rouge. The campaign aimed to Iund the new economic development
program. This program led to the development oI the Creative Capital oI the South, launched in 2011.
Mission
BRAC`s mission, according to their website, is dedicated to Iostering a strong, growing economy
throughout the nine-parish Baton Rouge area by serving as the primary advocate and change agent Ior
the region`s business community.
The Creative Capital oI the South is the Baton Rouge Area Chamber`s 2011-2015 strategic plan Ior the
capitol region`s continued national and global competitiveness. It builds on the success oI BRAC`s frst
capital campaign, The Campaign Ior a Greater Baton Rouge, and is defned by six core strategies that will
guide BRAC`s activities through 2015.
Introduction
1
Culture of BRAC
In order to reach and effectively engage their audiences, BRAC presents Baton Rouge as The Creative
Capital of the South. The Chamber wants to show off the culturally rich area while still moving into the
next century. Baton Rouge as the Creative Capital of the South prides itself on being culturally diverse,
innovative and creative.
Finances
BRAC is funded through memberships, or investors, and heavily relies on those memberships. The
organization also receives funding from the nine parishes through the mayors budget. According to ehir
website, The overall budget for the Creative Capital of the South was $10,000,000 and in turn raised $2.6
billion in capital investments in 2010.
Public Opinion and Political Infuences

BRAC`s nonproft status does not allow the organization to be aIfliated with a particular party or to
support specifc candidates. BRAC does not take positions on legislative items unless they directly aIIect
economic development in our area. BRAC is aIfliated with a political action committee called Future
PAC that endorses candidates on a local and regional basis. The investors attend meetings to determine
what affects economic development as well as to send out press releases to persuade residents to vote
in Iavor oI the Chamber`s stance. BRAC worked during the 2012 legislative session to advocate Ior
pro-business reforms designed to improve the economic climate of the capital region.
Introduction
2
Secondary Research
According to Julie Laperouse, director of talent development, BRAC has a strong relationship with
the local media. BRAC acknowledged that the media wants to primarily cover newsworthy events,
therefore, the organization may not be featured on a regular basis. Laperouse explained, We rarely use
media as a primary method to attract investors or to simply promote the organization. When BRAC
sends out press releases covering something new and exciting, however, The Greater Baton Rouge
Business Report almost always reports on BRACs behalf. Our best relationship is probably with the
Baton Rouge Business Report, Laperouse said. Regarding social media, BRAC currently has an online
presence with Facebook, Twitter and LinkedIn and Google+.
Media Coverage
Several media outlets like The Advocate and The Greater Baton Rouge Business Report often post
stories about BRAC regarding the organizations major events or current issues. The relationship they
hold with the Baton Rouge Business Repost is the strongest relationship they have with any media outlet.
Other local newspapers in Baton Rouges surrounding areas, like The Zachary Plainsman and the Amite
Tangy Digest, also consistently report about BRAC.
Research Report
3
Media List and Contact Information
Baton Rouge and its surrounding parishes have a variety of media outlets that BRAC can utilize to reach
their target audience. The most infuential outlets include various local and national television channels,
radio stations and print sources. These media sources allow BRAC`s name to be consistently recognized,
while also reaching their ideal audience of business oriented decision makers. These outlets will also
reach a variety oI age groups, including young adults to retirees.
LOCAL
Television:
WAFB Channel 9: News director, Robb Hays, rhayswaIb.com, (225) 215-4800
WBRZ Channel 2: News desk, newswbrz.com, (225) 336-2344
WBMG Fox 4: inIotvbatonrouge.com, (225) 768-9293
Print:
The Advocate: Executive editor, Carl Redman, credmantheadvocate.com, (225) 388- 0277
225 Magazine: Editor, JeII Roedel, jeII225batonrouge.com, (225) 214-5225
The Daily Reveille: Content manager, Tim Schreiner, timschreinerlsu.edu, (225) 578-6694
Radio:
WRKF 89.3: News director, Amy JeIIries, amywrkI.org
96.1 The River: Program director, sam961theriver.com
91.1 KLSU: Program director, JeII Martinez, programdirectortigers.lsu.edu
NATIONAL
Web:
Mashable.com: Editor-in-chieI, Lance UlenoII, newsmashable.com
Washingtonpost.com: Executive editor, Martin Baron, letterswashpost.com
Research Report
4
BRAC is searching for ways to effectively promote the Baton Rouge area as an ideal location to
reside. The nonproft has been using traditional ways to advertise their organization, which is eIIective,
however, with the use oI newer more modern technology, BRAC can attract more young proIessionals to
the area, reaching their ultimate goal.
Strengths
Producing a strong, growing economy throughout the Baton Rouge area. The areas oI Iocus include
higher education, innovation, public education, small businesses and transportation development.
Building relationships with various demographics within the nine-parish capitol region.
Forming various programs throughout the nine-parish region allows BRAC to commit itself to the
expansion and growth of the capitol city as well as its national prominence.
Developing ways to reach individuals who may move back to the Baton Rouge are through their
talent program. This program is designed to attract people to the area by continuously increasing
job opportunities and the economic status oI Baton Rouge.
Proving their social media outlets to be a tremendous strength Ior the organization. Reaching
people through Facebook, Twitter, LinkedIn and Google allows the nonproft to connect on a
personal level.
Weaknesses
Failing to attract many Iollowers, despite the nonproft`s prominent presence on various social
media outlets. This lack oI networking can ultimately slow the process oI reaching individuals
whom show interest in the area.
Failing to reach its ultimate potential in advertising. In the past, BRAC has advertised by sending
representatives to speak directly to people. This Iorm oI advertising proves to be an ineIIective use
of time and money.
Struggling to incorporate new advertising strategies through many diIIerent media outlets, which
could ultimately reach a large audience. Lack oI Iunding limits BRAC`s advertising and marketing
of the Creative Capital of the South.
Failing to take direct action to attract people to the area. The nonproft thrives in bringing new
businesses to the capitol, but does not attract new residents.
Facing an insuIfcient amount oI proIessionals to fll the jobs needed in the area. Ultimately,
Baton Rouge does not have the amount oI young proIessionals they need to fll the positions in the
new business industries.
Situation Analysis
5
Opportunities
There is opportunity to draw in multinational corporations, attract high-wage jobs, strengthen the
region`s competitive industries and support international trade and connectivity (BRAC, 2013).
The commercial and residential real estate industry is signifcantly expanding and attracting a
greater population to the area (Growth Coalition, 2012).
Former residents and alumni who return to the area will acknowledge how Baton Rouge has been
able to maintain its culturally rich roots while also keeping up with rapid modern growth, inviting
them to permanently return to the area (BRAC, 2013).
The growing digital media and flm industry will require new residents to fll the job market
(Louisiana Economic Development, 2012).
Threats
Popular cities such as Houston, Austin and Birmingham serve as Baton Rouge`s biggest threats in
attracting young proIessionals, BRAC`s target audience (BRAC, 2013).
More economically developed cities like New Orleans and Atlanta may prove to be more appealing
(BRAC, 2013).
States where the practice oI unorthodox business taxes are signifcantly lower continue to pose a
threat to the economic growth oI the state oI Louisiana (BRAC, 2013).
Underdeveloped, lower-income neighborhoods in the Baton Rouge area may endanger BRAC`s
eIIorts to showcase the area`s appeal (BRAC, 2013).
Situation Analysis
6
Problem Statement
This research has led us to believe that BRAC faces several challenges as they strive to improve growth
and economic development in the Baton Rouge metropolitan area. Our research shows that, through the
use of the SCVNGR trek, BRAC has the ability to highlight the opportunities the city has to offer young
proIessionals and other audiences. The application will serve as an eIfcient resource Ior users while
providing a roadmap to both old and new characteristics of Baton Rouge. With both younger and older
generations utilizing the geolocation-based mobile gaming application, SCVNGR, BRAC will have the
ability to expand its advertisement efforts and provide the organization with a different and innovative
outlet.
Situation Analysis
7
The target audiences of our campaign are young adults ages 20-29 and middle-aged adults ages 35-45. These tar-
get audiences consist of individuals who have graduated from college and are educated decision makers. Reveal
PR has prioritized its target audience to young adults ages 20-29. According to the United States Census Bureau,
22.6 percent of Baton Rouge residents have earned some college credit, and 19.3 percent of residents have earned
a Bachelors Degree (American Fact Finder, 2010). Reveal PRs goal is to attract young professionals toward
business opportunities that are available in Baton Rouge. The business opportunities in Baton Rouge are growing
at a rapid pace, and Reveal PR hopes to target young business professionals to join the available jobs in the area.
The target audience has a wide age range of values and attitudes, because Reveal PR wants to attract the young
business professionals as well as the growing families to the city of Baton Rouge. The target audience includes
men and women above the age of 20 years old but under 30. According to the U.S. 2010 census, 23.5 percent of
individuals in Baton Rouge are over the age of 18, and 21.8 percent of Baton Rouge residents range from 20 to
29 years old (American Fact Finder, 2010). Our target audience amounts to almost a quarter of the Baton Rouge
population. This target audience has professional yet family-oriented attitudes. They value their career as well as
a future family.
Currently in Baton Rouge, the average age of the population is 30.8 (Best Places to Live, 2010). This median
age fts in with our second segmented audience, 35-45 year-old adults, that consists oI individuals who have
been working for more than one year. We are targeting this audience because of the multiple business-oriented
and family-oriented opportunities the Baton Rouge area has to offer. Families in Baton Rouge account for 19.73
percent of the population (Best Places to Live, 2010). With this large percentage, Reveal PR will provide materials
targeted to middle-age adults with children. Baton Rouge provides many opportunities for professional careers,
however, we want to appeal to audiences who have families to consider.
The population oI Baton Rouge consists oI a rich diversifcation oI race. According to our target audiences, 39.7
percent of people are white, 54.5 percent are black, 3.3 percent are Asian, and 0.2 percent are Native American
(Best Places to Live, 2010). Reveal PR will appeal to the various races present in the Baton Rouge area through
strategic messages using interactive and traditional media. According to the U.S. Census, the average income
of Baton Rouge residents with families is $73,131 (City and Parish Demographics, 2013). This differs from the
income of young professionals, which is between $15,000 and $25,000 (City and Parish Demographics, 2013).
The young professionals with this average income are 14.1 percent of Baton Rouges population, while 10.5
percent allots for all residents in the United States (American Fact Finder, 2010). Reveal PRs progress to uncover
Baton Rouge will appeal to those families with higher incomes, as well as the young professionals with average
incomes through the use oI promoting fnancial and economic opportunities in the area.
Target Audience
8
Secondary Research
Because the target audience is so diverse, there are a wide range of characteristics, behaviors, values, and
attitudes. This leads to many different ways to be able reach this audience. Our primary target audience,
young proIessionals, mostly belongs to the millennial generational profle. This is the largest and most
diverse generation in American history. According to greenbuzzagency.com, they are the most educated,
the most marketed toward, the most medicated and the most cared for generation in history. They have
grown up in an age flled with rapid and enormous technological advancements. The majority oI the
millennial generation is present on at least one social networking site. The use of the geolocation-based
mobile gaming application, SCVNGR, will be effective with this generation because of the extensive use
of social media and mobile applications (Green Buzz Agency, 2010).
Middle-aged adults span across both Generation X and Baby Boomer generations. This group is closely
associated with tradition and values. We want to attract this group to the Baton Rouge area by showing
that the city has retained its original roots, while still moving forward. Alumni of Baton Rouge high
schools and universities are a key part of this audience. We hope to bring these people back to the area
and generate nostalgia.
Target Audience
9
Goal
Attract more people, especially young proIessionals, to relocate to the Baton Rouge area in order to
stimulate economic growth by using the mobile application SCVNGR to increase positive attitudes
and increase awareness oI local growing companies.
Motivational Objectives
To increase positive attitudes oI young proIessionals toward Baton Rouge to 55 percent Irom the
current 25 percent by the end oI May 2013.
To increase all participants on Reveal PR`s SCVNGR trek Irom the current 0 to 100 by May 31, 2013.
To build a population oI Baton Rouge oI 25 percent young proIessionals Irom the current 21.8
percent by May 2018 (American Fact Finder, 2010).
Strategies
To increase positive attitudes oI young proIessionals toward Baton Rouge by seeking out companies,
restaurants, and other areas oI interest to entice the young proIessional age demographic through the
use oI social media and SCVNGR.
To increase all participants on the SCVNGR trek by promoting local businesses and companies
through coupons, giIts cards, giveaways and other incentives to gain all types oI participants through
the use oI SCVNGR.
To build a population oI Baton Rouge consisting oI young proIessionals by continuing the
promotion oI Baton Rouge and its surrounding areas by recruiting new businesses, using SCVNGR,
utilizing social media outlets and dispersing fiers and postcards.
Goal/Objectives/Strategies
10
Communication Plan
Reveal PR wants to generate nostalgia, peak new interest and maintain existing positive attitudes of
Baton Rouge through the use of SCVNGR. We want to reveal our message about how Baton Rouge
has grown while maintaining its rich and traditional culture through traditional and interactive social
media platforms, such as The Advocate, WRKF, Twitter and Vine. We hope the mix of old and new
media resonates with our target audiences. We want to ensure our target audiences that Baton Rouge is
a stable economic environment to relocate or reside. We want to attract innovative businesses that will
contribute to the economic growth as well as show young professionals that Baton Rouge is a city with
numerous opportunities.
Key Messaging
11
Interactive Channels:
Facebook By using Facebook we were allowed to create a personal page to generate even more
traIfc to the campaign. The Facebook page kept Iollowers updated on new additions to the SVNGR
trek as well as new opportunities in the Baton Rouge area, while also promoting the eIIorts oI BRAC.
The page also contained directions on how to use SVNGR as well as the various incentives oI the
mobile app. Because there are now over 1 billion users on Facebook, we decided this would create
the attention oI a variety oI demographics (Number oI Users, 2012).
Twitter We developed a Twitter account to produce constant updates on the trek. This social
media channel attracts a young adult demographic, our target audience. On our Twitter Ieed, we kept
our Iollowers updated on events going on in the Baton Rouge area, as well as openings oI new and
exciting businesses. We also regularly tweeted directing Iollowers to download the SVNGR app and
Iollow our trek. We reIerred to our Facebook page as well to attract more traIfc. In addition to these
tweets, we would also constantly reIer to BRAC and their eIIorts with mentions and retweets.
YouTube We utilized our YouTube channel to showcase videos oI Baton Rouge. Our team created
videos that gave mini tours around the city to show the Iun and exciting spots that are Ieatured in our
trek. AIter each video, we mentioned SCVNGR to promote its download. We also posted our videos
on our Facebook page and Twitter account Ior Iurther promotion. YouTube is a high traIfc medium,
thereIore, it would reach a wide audience, especially the younger generation.
Blog Because BRAC mainly attracts older business proIessionals, we decided to utilize more
technological channels, such as a WordPress blog to attract a younger audience. We used the blog
to publish personal testimonials oI residents oI Baton Rouge. By displaying these testimonials, we
hoped that our blog Iollowers would realize the true attraction oI the capitol area and Iurther promote
the city among Iriends. This blog allowed longer, more in-depth stories than Facebook and Twitter.
This blog was also used to promote BRAC as well as local events and local businesses oI the Baton
Rouge area.
Key Messaging
12
Traditional print channels:
Newspapers (print and online) Along with technological media, we used traditional media as well.
The newspapers we reached out to included The Daily Reveille, The Advocate, 225 Magazine and
The Greater Baton Rouge Business Report. We reached these news outlets by sending news releas-
es and social media releases to receive coverage of our campaign. This particular channel reached
college aged students, businesses professionals, as well as a wide variety of age demographics.
Traditional broadcast channels:
Radio Along with print we utilized local radio to promote our campaign. We used WRKF 89.3,
91.1 KLSU and 96.1 The River. We created a 30 second ad that would air 10 times a week on each
of these stations promoting the efforts of BRAC and our SVNGR trek. This reached a variety of
demographics, including college-aged students, young professionals and older decision makers.
Television Along with radio we used local television stations to get the word out about our
campaign. We contacted the producers of WAFB Channel 9, WBRZ Channel 2 and WBMG Fox 4 to
include a segment and/or reference about our campaign and about the use of SCVNGR. These outlets
would reach the same audience as radio.
Other channel:
Word of Mouth Word of mouth is an essential factor for any campaigns success. People trust
other peoples opinions over companies opinions; therefore, word of mouth is key to success. As we
provided brochures and fiers to local businesses promoting our campaign, we asked them to become
involved in the trek and create further promotion.
Key Messaging
13
Postcard:
Target audience: young and middle-age adults.
Provide inIormation about our SCVNGR trek, Uncover BR.
Appeal to the visual aspect oI Baton Rouge through eye-catching photographs.
Provide a step-by-step instructional guide to SCVNGR.
Flier:
Target audience: young and middle-age adults.
Produce a simple fier, which is easy to read and will appeal to all target audiences.
Use as a promotional piece Ior the trek Uncover BR and BRAC.
Newsletter:
Target audience: young and middle-aged adults.
Provide inIormation about the SCVNGR and BRAC partnership.
Provide locations Ieatured on the SCVNGR trek.
Appeal to a variety oI ages.
News Release:

Target audience: various news media outlets in Baton Rouge.
Provide detailed descriptions oI what Reveal PR will uncover in Baton Rouge through the SCVNGR
trek.
Explain the trek created Ior SCVNGR and give detailed inIormation on how to use the application
and how it will beneft Baton Rouge`s economy.
Provide a ready-to-publish story explaining the campaign in its entirety.
Deliverables
14
Social Media Release:
Target audience: bloggers and online journalists.
Convey newsworthy inIormation about the campaign to online news media outlets.
Provide bloggers with ready-to-publish news stories about SCVNGR and BRAC, as well as online
documents to which they can link.
Supply multimedia elements, such as photographs and links.
Media Advisory:
Target audience: various local and regional journalists.
Provide a who, what, where, when, why and how about the project.
Break down the details about the project Ior various journalists.
Provide enough inIormation Ior journalists to write a story about the campaign.
Twitter:
Target audience: young and middle-aged adults
Create an account to attract young adults as well as established proIessionals.
Maintain a constant update on the various locations on the trek including pictures and challenges.
Vine:
Target audience: young adults.
Create an account Ior this new and upcoming social media platIorm.
Provide short 7-second videos oI the trek`s locations.
Provide short tutorial videos on how to use the application, SCVNGR.
Deliverables
15
Future Mobile Promotions:
SCVNGR was a great way to showcase unique places in Baton Rouge, however, not many people know
how to utilize SCVNGR. If more people were aware of the incentives, rewards and the mobile app in
general, BRAC might have been able to reach a larger audience.
Instagram and QR Codes for mobile promotions/coupons would be a great way to get more people en-
gaged with BRAC. II the Creative Capital oI the South created an oIfcial Instagram account, pictures
could be posted to show unique opportunities around the Baton Rouge area, while still allowing tags and
check ins at locations.
QR Codes can drive peoples interest to businesses in the area. People can use their phones to download
the QR code application and scan certain codes to receive discounts at local businesses.
Future PR efforts:
Reveal PR feels that if you distributed information about BRAC and SCVNGR to media outlets such as
The Advocate and The Reveille, more people would fnd out about the mobile application. It would reach
graduating students and younger audiences as well as the experienced professionals in Baton Rouge.
Another way to attract young professionals to relocate to Baton Rouge is to offer monthly luncheons for
graduating students. This could provide information on what jobs are available for them in Baton Rouge
post-graduation.
Service-learning:
The members of Reveal PR gained invaluable experience from working with BRAC. We learned how to
meet the expectations of our client, BRAC, as well as skills that we can utilize in the future, like profes-
sionalism, ethics, writing and communication. Our student-run campaign was also able to help promote
BRAC and Baton Rouge as the Creative Capital of the South with our SCVNGR treks.
Conclusion
16
Postcard..................................................................................18
Flier.........................................................................................19
Newsletter...............................................................................20
News Release.........................................................................21
Social Media Release.............................................................23
Media Advisory......................................................................25
Twitter.....................................................................................26
Vine........................................................................................27
Sources...................................................................................28
Table of Appendices
17
Postcard









18
Flier

19!
Newsletter
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Manship School of Mass Communication
221 Journalism Building
Baton Rouge, LA, 70803
225-578-2336


News Release

FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:
May 1, 2013 Brittany Titone
Strategy director
Reveal PR
717-606-3300
btiton@tigers.lsu.edu


Reveal PR uses SCVNGR to promote BRAC

BATON ROUGE, La. The Baton Rouge Area Chamber teamed up with a group of 18
mass communication students from LSU to attract potential residents to Baton Rouge using the
new geolocation-based mobile application, SCVNGR.
SCVNGR allows users to participate in challenges at various locations in a particular
area. This new app uses gamification, which engages and connects users by allowing check ins at
the locations as well as the opportunity to earn rewards. The group of mass communication
students used SCVNGR to create treks, or online scavenger hunts, for BRAC at no cost due to a
grant earned specifically for their public relations writing course. This service-learning based
course is the only class in the country that was able to use the $10,000 trek completely free.
The group Reveal PR consisted of members, Helen Butts, Brittany Titone, Regan Sobiesk
and Alex Fish. These students were responsible for promoting BRACs Creative Capital of the
-more-
PUBLIC RELATIONS
reveal
21!
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South as well as the unique opportunities Baton Rouge has to offer. Their trek, Uncover BR,
offers 10 different challenges at several Baton Rouge locations, including Mike the Tigers Cage,
The Shaw Center for the Arts, Town Square and other exciting attractions in the area. BRAC is
thrilled to add these SCVNGR treks to our promotion of the Baton Rouge area as the Creative
Capital of the South. Even long-time residents will learn about new exciting places in our area
from taking one of these little journeys, said BRACs director of talent development, Julie
Laperouse,
The students in this service-learning course were able to gain invaluable experience by
helping a local nonprofit organization. The Uncover BR group has worked hard in their
partnership with BRAC to find hidden gems in the Baton Rouge community and promote them
using SCVNGR. This type of real-world experience in creating mobile promotions and working
for a nonprofit client sets them apart from their PR peers, said Dr. Copple-Moore, assistant
professor at the Manship School of mass communication at LSU.
The Baton Rouge Area Chamber is dedicated to fostering a strong, growing economy
throughout the nine-parish Baton Rouge area by serving as the primary advocate and change
agent for the regions business community. BRACs Creative Capital of the South campaign
strives to promote the Baton Rouge as an area that celebrates innovation, research and
development, entrepreneurship and arts and culture.
For more information on the student-run PR firm, Reveal PR, their campaign progress,
contact strategy director, Brittany Titone at btiton1@lsu.edu.
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BRAC!partners!with!LSU!class! 2!
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Manship School of Mass Communication
221 Journalism Building
Baton Rouge, LA, 70803
225-578-2336

LSU students work with BRAC and
SCVNGR
Public relations group uses SCVNGR to engage users throughout city
Baton Rouge, La. April 23, 2013 12:00 p.m.

News Facts
A group of public relations students from the Manship School of Mass Communication at
Louisiana State University are working with the Baton Rouge Area Chamber to create a
SCVNGR trek, Uncover BR, which will guide users to some of the citys best sites and
unique opportunities. The project is an assignment of the students MC4001 class at LSU,
taught by Dr. Jensen Moore-Copple. Reveal PR promotes BRAC and the Uncover BR
trek through their Twitter and Vine accounts. The trek was created last week and is now
available for users to participate. Completing all the challenges in the trek gives users real
awards, like discounts and coupons throughout the city.

Quotations
BRAC is thrilled to add these SCVNGR treks to our promotion of the Baton
Rouge area even long-time residents will learn about new, exciting places in
our area from taking one of these little journeys.
BRAC Director of Talent Development, Julie Laperouse

I feel so lucky to have this opportunity to work with BRAC on this SCVNGR
trek. Learning what attracts and engages people has helped me grow so much
through this project.
Writing director for Reveal PR, Alexandra Fish

The Uncover BR group has worked hard in their partnership with BRAC to find
hidden gems in the Baton Rouge community and promote them using SCVNGR.
This type of real-world experience in creating mobile promotions and working for
a nonprofit client sets them apart from their PR peers.
Assistant professor of strategic communication, Dr. Jensen Moore-Copple




PUBLIC RELATIONS
reveal
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Students work for BRAC 2
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About
Reveal PR is a student-run public relations agency created in the MC4001 class at LSU,
taught by Dr. Jensen Copple-Moore. The Baton Rouge-based group consists of four
members: Alexandra Fish, writing director; Helen Butts, account liaison; Regan Sobiesk,
design director; and Brittany Titone, strategy director. For more information about the
agency and what theyre up to, visit their Twitter or Vine.

Multimedia

(photo from brac.org) (photo from scvngr.com)


Creative Capital of the South TV AD SCVNGR: How To Play

Related Links
Baton Rouge Area Chamber
SCVNGR
Louisiana State University
Manship School of Mass Communication
Dr. Jensen Moore-Copple

Keywords
BRAC, LSU, SCVNGR, Manship School of Mass Communication, PR, MC4001,
Moore-Copple

For more information, contact Alexandra Fish at afish3@lsu.edu or at (985) 285-1799.

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Manship School of Mass Communication
221 Journalism Building
Baton Rouge, LA, 70803
225-578-2336

Media Advisory

FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:
May 1, 2013 Helen Butts
Account liaison
(225) 810-8751
hbutts1@tigers.lsu.edu

SCVNGR trek created to discover Baton Rouges unique atmosphere for BRAC

What: Reveal PR created a trek for the geolocation-based mobile gaming
application, SCVNGR. The trek included several locations around the
Baton Rouge area, such as The Shaw Center for the Arts, Baton Rouge
Beach and the Old State Capitol. These treks are online scavenger hunts
that include various challenges.

Who: The trek, Uncover BR, was created for the Baton Rouge Area Chamber to
promote the unique and growing atmosphere of the capitol city by. BRAC
is a nonprofit organization that is dedicated to fostering a strong, growing
economy throughout the Baton Rouge area.

When: This trek was created in April of 2013 and will expire Dec. 31, 2013.

Where: SCVNGR can be found online at www.scvngr.com or on the mobile
application store on any smartphone.

Why: Reveal PR was chosen to create a specific trek for BRAC to discover what
Baton Rouge has to offer, classic and modern. This trek shows the
uniqueness of Louisianas capitol.

How: The users of the SCVNGR app will take part in the Uncover BR trek,
which will show the unique and fun opportunities Baton Rouge has to
offer. This in turn will create awareness and promotion of the city for
BRAC.

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reveal
PUBLIC RELATIONS
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Twitter
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Vine
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'American FactFinder. Factfnder2.census.gov. United States Census Bureau, 2010. Web. 20 Mar. 2013.
'Best Places to Live in Baton Rouge, Louisiana. Best Places to Live in Baton Rouge, Louisiana. 2010.
Web. 20 Mar. 2013.
'City and Parish Demographics. City and Parish Demographics. 17 Jan. 2013. Web. 20 Mar. 2013.
'Marketing Psychographics - Talkin` Bout My Generation. Greenbuzzagency.com. Green Buzz Agen-
cy, 10 Aug. 2010. Web. 20 Mar. 2013.
'Number oI Active Users at Facebook over the Years. Finance.Yahoo.com. The Associated Press, 23
Oct. 2012. Web. 19 Mar. 2013.
Sources
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