Family Pride's strategy is low-key in Egg Roll return

Family Pride, a lesbian, gay, bisexual, and transgender (LGBT) advocacy group, made a big splash last year when it organized the participation of LGBT families in the traditional White House Easter Egg Roll.

Family Pride, a lesbian, gay, bisexual, and transgender (LGBT) advocacy group, made a big splash last year when it organized the participation of LGBT families in the traditional White House Easter Egg Roll.

This year, the organization once again teamed up with Renna Communications to organize a lower-key event that would still promote Family Pride's cause and internal unity.

Strategy

"Last year, it was a huge controversy; there was a tremendous amount of media," notes Cathy Renna, managing partner of Renna Communications. "We were very strategic this year... we said, 'We're just going to be organized among ourselves and see what happens.'" While publicity and media interest lingered from Family Pride's participation last year, the organization focused its plans this year on organizing an enjoyable event and letting the coverage largely take care of itself.

Tactics

With terrible weather in DC the night the group had to camp out for tickets, attendance was down from last year. At the event, Family Pride members wore rainbow-colored leis to identify themselves and their cause. The group once again served as a focal point for the LGBT community, but in a decidedly lower-key way.

Results

Family Pride's participation received media coverage again, although not as prominently. "We all felt like it was a huge success," says Renna. "Last year, we were the story. This year, we were just a part of the story." The group scored 75 tickets to the event, and an additional 4,000 supporters took place in a "blogathon" the night before.

Future

Family Pride and Renna Communications plan to work together again for next year's egg roll event.

Family Pride

PR team: Family Pride (Washington) and Renna Communications (New York)

Campaign: Family Pride's White House Easter Egg Roll 2007

Duration: January to April 2007

Budget: Less than $10,000

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in