"The goal is to celebrate the people behind the industry, bring it to life offline, attract... business to the city, and to attract more talent," said Patrick Kowalczyk, president of MKPR, the AOR for Internet Week New York. "Even though some parts of the economy are tight, a lot of... Internet companies are desperate for talent."
Idea: New York's Internet industry is varied, focusing on technology, media, entertainment, and other areas, so media outreach will also vary. Initially, the companies will target outlets that resonate with potential participants, who could also serve as hosts for organized events. In the coming weeks, the PR team will target regional media to drive attendance to the festival.
Tools: After issuing the press release, media outreach began with a story in New York's Daily News. That clip drove additional coverage, with the link sent to various industry bloggers, such as The Social Media Blog. The news has also been picked up by Hollywood Reporter, Variety, and Crain's New York Business. The firm is also using Facebook and LinkedIn to create its own groups on the sites, while reaching out to other groups.
Measurement: For organizers, the best measurement metric is the number of participants. "The goal is to have a... full schedule," Kowalczyk said.
Company: Internet Week New York
Campaign: Launch of first-ever Internet Week New York event
PR Team: MKPR
Launch: March 14