The Austin-based nonprofit, Texas Heritage Songwriters’ Association (TxHSA) was founded by sixth-generation Texas Terry Boothe in honor of the rich heritage and culture engrained in the lyrics of Texas songwriters. Each year, TxHSA brings together exceptional Texas songwriters and their supporters for a celebration known as TxHSA Homecoming Weekend, filled with intimate performances from award-winning artists and a live awards ceremony.
In 2012, the annual event included the induction of music legends Lyle Lovett, Robert Earl Keen and the late Townes Van Zandt into the TxHSA Hall of Fame. Rather than rely solely on paid advertising placements as it had in the past, TxHSA hired Red Fan Communications to implement a public relations campaign designed to generate ticket sales and raise brand visibility by securing key national, regional and local media placements.
Rather than relying solely on paid ad placements, TxHSA partnered with Red Fan to implement a full scale PR campaign leading up to and following the annual event. This plan was designed to send ticket sales through the roof and raise TxHSA’s brand visibility by garnering key national and local press. Establishing stronger, smarter and long-term sponsorships was also a priority in this campaign.
When pitching to the press, Red Fan positioned TxHSA as a unique organization with a compelling offering not met by any other non-profit – that of recognizing, honoring and celebrating Texas Songwriters. This strategy utilized by the Red Fan team earned TxHSA top press placements in publications like The New York Times, The Austin American Statesman, CultureMap Austin, The Austin Chronicle, KEYE-TV, Texas Monthly, Music Row, Country Line Magazine, Dallas Morning News and Austin360.
The results were astonishing. Tickets sold out two weeks prior to the event and targeted sponsors were secured. Red Fan exceeded client expectations, so much so, in fact, TxHSA renewed its contract with Red Fan for the 2013 event.