United States

2019

Bospar PR: San Francisco, San Fran or Frisco

Entrant Company

Bospar

Category

Strategic Program

Client's Name

Bospar

Sub-Category

PR Campaign

We are Bospar, and we do PR. That means regularly securing data-driven media placements; a thorough awards and speaking program; a social media team that thinks like an advertising agency. We want to attract clients who will want to employ the same strategic thinking for themselves, while building our brand. So Bospar got creative, and deployed what we call the ?PR Task Force,? a group of Bospar employees, led by Principal Curtis Sparrer, who is tasked with managing Bospar?s own PR efforts.<br><br>To give you a sense of the method behind our madness, we have created PR campaigns that would attract attention from technology executives in Silicon Valley. We don?t do it the obvious way, by focusing on common pain points associated with tech or venture funding; it?s simply too noisy to be heard. Instead, we took risks and approached this PR challenge by thinking about what most of our target audience members have in common?marketing and PR issues.<br><br>Bospar?s most successful campaign was done around the identity of San Francisco, and the case for San Fran vs SF vs San Francisco. While there have been several articles about this, there has never been research done to make the case that San Franciscans hate these nicknames. Bospar teamed up with Propeller Insights to change that. We surveyed 200 people from the Bay Area as well as over a thousand people from the United States and discovered that Americans overall liked using ?Frisco? and ?San Fran? but San Franciscans felt the opposite. <br><br>Bospar then tied the story to a moment that would make it further newsworthy: the January 30th anniversary of the city?s naming. Bospar pitched the story, securing both online and print versions in the Bay Area Reporter and an on-camera TV interview with the local ABC affiliate.<br>

Credits

Curtis Sparrer
Alessandra Nagy
Stacey Grimsrud
Brent Shelton
Gaby Perez-Silva
Kourtney Evans
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