Case Study: Critical Mass Summit, A Two-Day Event Designed to Empower & Connect Women

This summer we were lucky enough to work with the fine team behind the inaugural Critical Mass Summit, providing PR, Marketing and Social Media for the event.

Critical Mass Summit is a two-day hybrid event designed to empower and connect women and other underrepresented genders with the trails, cycling and active transportation community.

Campaign Overview

Resplendent was tasked with shaping the identity and gaining awareness of the inaugural Critical Mass Summit throughout Arkansas through a four-month PR, Marketing and Social Media campaign. 

Execution

Employing traditional PR tactics, strategic community relations and engaging social media content, Resplendent announced the Critical Mass Summit as well as its speakers, activities and schedule and generated ticket sales for the two-day event.

Results

As a result of our campaign, 143 attendees from Arkansas and beyond attended the event. The summit was featured on 13 digital, broadcast, and radio outlets and shared by numerous community organizations through newsletters and social media posts, resulting in the highest coverage achieved for a BikeNWA campaign or event. The team received an overwhelming response from attendees, sponsors, and community members and plans for the second summit is underway.

Notable Press Hits: Arkansas Money & Politics, Arkansas Times, Good Day NWA, KUAF, NWA Business Journal, People for Bikes 

Key Campaign Takeaways:

PR HIGHLIGHTS

• Created a foundation and expanded public reach with:
• Press Release Announcement (Save the Date)
• Speaker and Activities Press Release 
• Press Kit: Bios on Key Players and Fact Sheet 
• Glossary of Key Terms Specific to the Summit
• Coordinated virtual and in-studio media interviews for summit team
• Nominated client for applicable awards
• Drafted correspondence to key community organizations
• Secured speaking opportunity with NWA NAACP

SOCIAL MEDIA HIGHLIGHTS

• Created Instagram Reels, graphics and social posts to engage, inform and grow the audience.
• Collaborated with summit team to create introductory videos introducing the team and event.
• Created personalized promotional graphics for speakers and panelists to share on their private social media pages.
• Facilitated Instagram Live videos for team members to discuss the summit and answer audience questions.
• Reached out to community partners with suggested social media posts.
• Promoted sponsors through grid and story posts.
• Handled community management including engagement, fielding DMs and monitoring comments.

DESIGN TEAM LIAISONS

• Worked directly with Critical Mass Summit’s design team on the following projects:
• Logo and Branding
• Social Media Gif Creation
• Poster Design