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Michigan Irish Music Festival organizers talk with FOX17 live in the studio.

Michigan Irish Music Festival came to us wanting a brand refresh. What they got was a dedicated team that created a brand new look–but we’re not here to talk about the creative genius behind their logo (we did that already)- instead, we want to talk about all the pre-event buzz we were able to get for their event… months before the festival.

A Plan is Nothing without Strategy

There’s a lot that goes into securing media coverage, before we even pick up the phone or send an email to a reporter. We compiled research, brought together details on the new rebrand, festival and ticket sale, and compiled a press release with all the relevant information for reporters. 

Then we had to determine who would be the correct reporters to reach out to, which involved researching target markets and pinpointing publications and stations and the reporters at them who are the right fit.

Our main goal with this outreach was to secure media coverage for the festival surrounding the new rebrand and their ticket sale, which fell perfectly on St. Patrick’s Day. 

Follow Up, Follow Up, Follow Up

After pinpointing who we should reach out to, we got to work, picking up the phone to call and sending emails to reporters. The result: we booked 3 interviews and got MIMF featured in 6 articles. 

But the work didn’t stop there, we prepped Michigan Irish Music Festival staff for the interviews and went with them, to take behind-the-scenes pictures and videos, and offer support. 

During the interviews, we were able to offer the stations more information about the upcoming festival, including the performer set list, which was released close to the St. Patrick’s Day Sale. 

The first interview was a week before St. Patrick’s Day with Cumulus Media and we traveled to Muskegon to meet the team and support the Michigan Irish Music Festival crew. It focused on the new rebrand and the upcoming ticket sale. Then that next week, we had a live interview with WOODTV 8 on their live digital desk and on St. Patrick’s Day, we were in FOX 17’s studio for a live interview on their morning show. The festival team got the word out about the festival’s new look, what’s new this year, the just released performers list, and drove people to get tickets. 

After the interviews, we continued reaching out, getting more eyes on the festival including being featured in the Irish American News, MLive, WZZM 13, and Local Spins’ newsletter. 

The Results

  • 7 pieces of earned media
  • 63,000 total estimated views
  • $23,251 in total advertising value

All that – still months out from the start of the festival. The takeaway–-making a plan for your media outreach pays off. There’s a lot of work and research behind a pitch. Knowing how to stand out and building relationships with media outlets matter.

At 8THIRTYFOUR, we have a human approach towards public relations, we pick up the phone, meet clients and reporters in person, write postcards. That human connection pays off.

Don’t believe us? Check out our PR wins and what we are working on here. Need help getting your story out there? Connect with us. 

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Introducing our third speaker for Uncomfortable Conversations | The Pause, happening this Thursday.

Meet @bitnermd, co-founder of @true.womenshealth, a concierge practice in West Michigan, focused on helping women thrive through midlife while reducing chronic conditions such as obesity, cardiovascular disease, depression, and diabetes.

Dr. Bitner is a board-certified OB/GYN specializing in midlife, menopause, and sexual health. She’s the author of I Want to Age Like That! and has published peer-reviewed research on menopause care. She was named Menopause Practitioner of the Year by The Menopause Society in 2015. Dr. Bitner is committed to translating evidence into practical, scalable solutions that improve women’s health, confidence, and participation at work and in life. We’re beyond excited to have her join our panel discussion this Thursday.

Register now to hear from Dr. Bitner and the rest of our industry experts at The Pause on September 24th.

Secure your spot at the link in bio.

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Open post by 8thirtyfour with ID 18013559684753405
Introducing our third speaker for Uncomfortable Conversations | The Pause, happening this Thursday. Meet @bitnermd, co-founder of @true.womenshealth, a concierge practice in West Michigan, focused on helping women thrive through midlife while reducing chronic conditions such as obesity, cardiovascular disease, depression, and diabetes. Dr. Bitner is a board-certified OB/GYN specializing in midlife, menopause, and sexual health. She’s the author of I Want to Age Like That! and has published peer-reviewed research on menopause care. She was named Menopause Practitioner of the Year by The Menopause Society in 2015. Dr. Bitner is committed to translating evidence into practical, scalable solutions that improve women’s health, confidence, and participation at work and in life. We’re beyond excited to have her join our panel discussion this Thursday. Register now to hear from Dr. Bitner and the rest of our industry experts at The Pause on September 24th. Secure your spot at the link in bio.

Every WOSB deserves support, access, guidance, and a network, because when they have it, they’re unstoppable.

Just because you be small, does not mean you are not mighty. The Women’s Owners Network will accept its first cohort this November. Applications are due October 1.

Thank you to @lakemichigan_cu for partnering with us to provide this program. Their support means we can offer this at a significantly lower cost to business owners.

Go apply at the link in bio.

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Open post by 8thirtyfour with ID 18247359124310352
Every WOSB deserves support, access, guidance, and a network, because when they have it, they’re unstoppable. Just because you be small, does not mean you are not mighty. The Women’s Owners Network will accept its first cohort this November. Applications are due October 1. Thank you to @lakemichigan_cu for partnering with us to provide this program. Their support means we can offer this at a significantly lower cost to business owners. Go apply at the link in bio.

Introducing our second speaker for Uncomfortable Conversations | The Pause, happening this Thursday.

Meet Cheryl Bergman, Executive Director of the @miwomenscomm.

Cheryl is a statewide policy leader driving economic opportunity and better health outcomes for women across Michigan. Appointed by Governor Gretchen Whitmer in 2019, she brings together employers, healthcare experts, advocates, and policymakers to tackle the issues that actually move the needle - economic security, affordable childcare, and midlife women`s health.

Before this role, Cheryl helped elect Michigan`s first woman U.S. Senator and first woman Governor, and served as Senior Advisor on Governor Whitmer`s 2018 campaign.

She`s exactly the voice this conversation needs.

Join Cheryl and our powerhouse lineup of industry experts at The Pause on September 24th.

Link in bio to register - spaces are going fast.

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Open post by 8thirtyfour with ID 17876488173630026
Introducing our second speaker for Uncomfortable Conversations | The Pause, happening this Thursday. Meet Cheryl Bergman, Executive Director of the @miwomenscomm. Cheryl is a statewide policy leader driving economic opportunity and better health outcomes for women across Michigan. Appointed by Governor Gretchen Whitmer in 2019, she brings together employers, healthcare experts, advocates, and policymakers to tackle the issues that actually move the needle - economic security, affordable childcare, and midlife women's health. Before this role, Cheryl helped elect Michigan's first woman U.S. Senator and first woman Governor, and served as Senior Advisor on Governor Whitmer's 2018 campaign. She's exactly the voice this conversation needs. Join Cheryl and our powerhouse lineup of industry experts at The Pause on September 24th. Link in bio to register - spaces are going fast.

We love this trend, so we thought we’d jump on it and ask the team some “hard-hitting questions” to end the week.

We’re a team made up of Gen X, Millennials, and Gen Z. Find out who knows the most about the classics. Any guesses?

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Open post by 8thirtyfour with ID 17917175178450239
We love this trend, so we thought we’d jump on it and ask the team some “hard-hitting questions” to end the week. We’re a team made up of Gen X, Millennials, and Gen Z. Find out who knows the most about the classics. Any guesses?

We`ve received so many questions from new grads about breaking into a competitive market as a young professional. It starts with one thing according to @bodespeaks: being the salesperson of YOU. Emulate the leaders in your industry and show up where they show up.

It`s not who you know, it`s who knows you
Use the playbook of people you admire
Show up consistently and be seen
A handwritten note beats 100 LinkedIn messages, always.

See more Bode wisdom at her YouTube channel linked in our bio.

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Open post by 8thirtyfour with ID 18092872106558307
We've received so many questions from new grads about breaking into a competitive market as a young professional. It starts with one thing according to @bodespeaks: being the salesperson of YOU. Emulate the leaders in your industry and show up where they show up. It's not who you know, it's who knows you Use the playbook of people you admire Show up consistently and be seen A handwritten note beats 100 LinkedIn messages, always. See more Bode wisdom at her YouTube channel linked in our bio.

Meet our first speaker spotlight: Dr. Karen May, DC, CCSP, CCIP.

Dr. May owns and operates @mhneuropathycenter, and she`s joining us for Uncomfortable Community Conversations: The Pause on September 24th to talk about something we don`t talk about enough.

Her career has spanned from elite sports medicine, including a stint as team physician for USA Bobsled and Skeleton as well as caring for pregnant moms and newborns and helping women navigate life’s transitions, always grounded in a belief in food as medicine and the body’s own capacity to heal. In 2017, that expertise was tested when a rare surgical complication left her fighting nerve damage in her own body.

Drawing on decades of clinical practice and training, she rebuilt her health from the ground up — and has since helped thousands of people do the same. With over 20 years in holistic health care, she speaks today as both physician and peer.

Join us for The Pause on September 24th. Link in bio.

3 0
Open post by 8thirtyfour with ID 17891917860673621
Meet our first speaker spotlight: Dr. Karen May, DC, CCSP, CCIP. Dr. May owns and operates @mhneuropathycenter, and she's joining us for Uncomfortable Community Conversations: The Pause on September 24th to talk about something we don't talk about enough. Her career has spanned from elite sports medicine, including a stint as team physician for USA Bobsled and Skeleton as well as caring for pregnant moms and newborns and helping women navigate life’s transitions, always grounded in a belief in food as medicine and the body’s own capacity to heal. In 2017, that expertise was tested when a rare surgical complication left her fighting nerve damage in her own body. Drawing on decades of clinical practice and training, she rebuilt her health from the ground up — and has since helped thousands of people do the same. With over 20 years in holistic health care, she speaks today as both physician and peer. Join us for The Pause on September 24th. Link in bio.
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