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| PORTFOLIOPublic Relations |
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Alerus Center
Public Relations Component
Serviced by SimmonsFlint
After 20 years of sometimes controversial discussion about where and what should be built in Grand Forks to serve the community, voters finally approved the construction of a convention center and multi-purpose arena. The Alerus Center opened its doors in 2001. It was important to introduce the new facility to the public in a way that would demonstrate its value to the community, and as much as possible, put to rest some of the negative issues that had arisen over the years. Just three weeks before the opening, we were asked to plan, organize and promote an open house to do all that.
We came up with a plan that would give area residents a sense of ownership, demonstrate the capabilities of the building, provide entertainment and maximize opportunities for positive media exposure. The attendance goal was set at 12,000.
Built around the theme, “Showtime!” we arranged a full day of entertainment (most of it free of charge) and began promoting the event immediately with press conferences, news releases, special promotions, TV, radio and print advertising as well as scheduled appearances by Alerus officials on radio and TV. A “Where in the Alerus?” contest in the newspaper encouraged people to tour every part of the facility to qualify for prizes. The day’s events included local and regional performers, along with staged events that showcased the functionality of the building-a mock wedding reception, pre-game football party, business meeting and birthday bash. More than 21,000 attended and the open house received extensive and extremely positive regional and local media coverage.
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