In our ongoing relationship with Coca-Cola, the Beaman Inc. team managed public relations for the 62nd Annual CIAA Basketball Tournament. It was an honor to be entrusted with a relationship celebrating 40 years of partnership with one of the most distinguished events in Division II collegiate sports.
Our goal was to make the most of Coca-Cola’s role as presenting sponsor by ensuring heightened brand visibility and maximizing appearances in socially relevant spaces. We strategized pre-event, day-of, and post-event talking points, as well as real-time media relations coverage as opportunities presented themselves.
Beaman Inc. efforts over the three-day weekend of events and special on-site activations spanned 38 media placements and grossed over 4.9 million impressions, elevating Coca-Cola brand engagement during the CIAA tournament. Stronger relationships were built between the brand and Historically Black Colleges and Universities (HBCU) that participate in CIAA.
As a result, Coca-Cola was sold on our ability to deliver. The following year, Coca-Cola secured the services of Beaman Inc. to handle public relations for the CIAA Tournament and awarded us the business for one of the most highly anticipated music festivals of the year, the Essence Music Festival in New Orleans.