The Houston Art Bike Parade and Festival, presented by Houston Parks Board and the Orange Show Center for Visionary Art, is a city-wide art and culture celebration bringing together community members, school and youth programs, and city officials to explore creativity, promote health and wellness, and celebrate the artist in everyone.
For the third consecutive year, Elmore collaborated with our client Houston Parks Board to promote the event with an integrated communications, social media, and influencer relations strategy. Our overall goal was to increase awareness of and attendance to the third annual Art Bike Parade & Festival among our target audience: active Houstonians, families, and the community of Southeast Houston. Our measurable objectives were to grow the reach of our earned media and organic social media efforts as compared to the 2023 event by at least 25% each, and to at least double the return on investment for our paid social influencer campaign.
Pre-event and post-event publicity coverage was earned through the distribution of press materials and targeted media pitching, as well as day-of media opportunities. Fifty-seven total mentions (a 43% increase from last year’s event) resulted in an audience reach of over 5 million, with two notable inclusions in the Houston Chronicle.
Elmore’s social media strategy promoted content across owned social channels, boosted through paid ads. Eighty-one posts across all owned channels resulted in more than 78,200 impressions, a 108% increase from last year.
To support social media and expand our reach, Elmore also worked with six Houston-area influencers and collaborated on two Instagram posts with Bun B and The Orange Show Center for Visionary Art. In all, the influencers’ content earned 1.4 million impressions from our total influencer budget of $2,850.
Ultimate proof of our campaign’s success, the Third Annual Houston Art Bike Parade & Festival was attended by more than 3,000 people, a 300% increase from the 2023 event.
