OAAA leadership on association news and industry insights for the out of home (OOH) professional

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Published on January 10th, 2018 | by Nicole Randall

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In 2017, OAAA was the Voice of a United Industry in Communicating the Power of OOH Across Multiple Audiences

Nicole Randall

Nicole Randall OAAA Communications Director


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In 2017, OAAA was the voice of a united industry in communicating the power of OOH across multiple audiences.

Communicating Externally

Throughout the year, OAAA monitored more than 3,500 industry news stories; connected with more than 2,000 national, international, and trade press on behalf of the industry; issued 42 press releases; and assisted member companies in responses to the press with strategic talking points and media interviews.

OAAA ensured the industry received a significant amount of positive press, locally and nationally, proactively promoting stories focused on innovative OOH advertising solutions, harnessing the power of digital data, trends on the convergence of OOH with social and mobile technology and its relationship to connected cities, OOH’s dedication to public service, vital industry partnerships, and healthy industry growth.

OAAA worked with Billboard Insider, an online channel for OOH news and analysis, to reach the OOH community with breaking news and industry insights. Including profiles on OAAA senior staff members, OAAA contributed 105 articles for a total of 25,000+ page views.

Eight OAAA guest articles were posted to the Advertising Week AW360 blog and HuffPost.

The communications team lent vital support to the National Geographic Photo Ark #SaveTogether public service campaign, providing social media strategy and press outreach. The campaign earned features in USA Today, Ad Age Creativity, The Drum, HuffPost, MarTech Today, and on the National Geographic blog. Following launch of the campaign in Times Square on May 19, OAAA worked with National Geographic to produce a launch highlight video, which received nearly 3,000 views.

OAAA worked with the FBI to communicate the celebration of its 10-year partnership, earning prominent placement on Officer.com, a syndicated radio program, and the FBI blog. OAAA interviewed a top-ranking FBI official to produce a video testimonial of the successful partnership.

Communicating Internally

Members continue to receive communications about OAAA, upcoming events, available tools, and industry trends via OAAA’s weekly Outlook newsletter. Weekly, sales professionals receive a Sales Tip e-mail providing the latest news and numbers to help sell to specific industries and markets.

Industry leaders contributed 44 posts to the OAAA Thought Leadership blog, each offering insights or predictions about where OOH is heading. OAAA leaders published 43 posts to the Special Reports blog, a platform used to share association news and reports. The blogs together earned more than 43,000 views.

OAAA continued to enhance its strategic social media practices in 2017, connecting with members, media, and the general public via Facebook, Instagram, LinkedIn, Pinterest, and Twitter. More than 3,131 people have “liked” OAAA’s Facebook page, where they follow industry and association news and trends. More than 4,266 people follow Nancy Fletcher on Twitter, and 4,770 follow OAAA. Fletcher’s tweets are also pushed to her more than 10,553 LinkedIn contacts. The OAAA LinkedIn group now has 1,837 members.

Read the full OAAA 2017 Annual Report here.

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