Project Overview

When the U.S. Navy selected Roanoke as one of 15 cities to host a 2016 Navy Week, it needed an agency with public relations expertise and community relations know-how.

Access’ Director of Public Relations was selected as the In-City Planner (ICP) and tasked with all public relations engagement, as well as identifying and serving as the community liaison to all civic, academic, government, and corporate organizations.

The Navy stipulates that all promotion of Navy Week be accomplished entirely through earned media and community partnerships. Leveraging contacts, professional networks, and working relationships, Access developed a thorough local market assessment to establish relationships and event partnerships.

Access developed locally-centric public relations strategies, secured multiple live 9.9+ million earned online, print, social media, and television impression, 61% increase in events news opportunities, developed all press communications, and personally pitched local reporters and assignment editors to encourage coverage. Roanoke Navy Week (RNW) launched with a kick-off and press event in downtown Roanoke. Various Navy assets and personnel then proceeded to spread throughout the region to engage with the community.

Access pitched events to generate earned media, coordinated all media relations activities, and distributed all press communications. In addition to a heavy saturation of daily news coverage by all major media in the Roanoke-Lynchburg DMA, previously secured live appearances ensured RNW was appreciated throughout the region. Driven exclusively through public relations, community collaborations, and an intimate knowledge of the region itself, Access helped accomplish the mission of educating communities on the capabilities and mission of the U.S. Navy.