Case Studies

Los Angeles Unified School District: "I'M IN" Campaign
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Influencing the Influencers
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Honey Mixology
Supporting a Cause
GSK: Connecting with the Community
Mexican Hot Chocolate Is on Trend
Honoring Hispanic HairStylists
Launch of a New Product
   Los Angeles Unified School District: "I'M IN" Campaign  

   
 
At the start of the 2011-2012 school year, the Los Angeles Unified School District launched the “I’M IN” campaign to introduce its new, healthy menu items to its more than 650,000 students, their families and the LA-area at large.

RLPR not only spearheaded the PR campaign for the program in General and Hispanic media. It was also instrumental in helping come up with the Spanish-language brand for the “I’M IN” campaign - Únete. RLPR launched the program by hosting a kick-off event at one of the District’s brand new schools with the new school superintendent leading the message.

RLPR took the media outreach a step further by performing in-studios at TV and radio stations with the District’s executive chef to introduce the menu to Los Angeles families. In the first two weeks of launch, RLPR garnered nearly than 600 hits and close to 45 million audience impressions – impressive numbers considering the outreach concentrated mainly in the Los Angeles market.

Coverage included The Los Angeles Times, LA Magazine, La Opinión, 102.7 KIIS FM, KFI News Radio, both Univisión and Telemundo as well as all TV affiliates in Los Angeles. The story received so much publicity that Jimmy Kimmel in his national late night show applauded the campaign for its efforts.
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