Logo

The University of Tulsa Unlocking A Wealth of Knowledge & Research
Rex is TU’s go-to-firm for a full range of both recurring and unconventional communication projects. The backbone of our long-running relationship is our in-depth content development for a number of annual and bi-annual faculty, student and alumni publications for the Henry Kendall College of Arts & Sciences and the Collins College of Business, which BusinessWeek in 2007 ranked 17 th in its guide, “The Best Undergraduate B-Schools.” In addition, Rex generates earned media for select colleges and divisions within the university including the Institute for Information Security, a leading research institute in the field of information assurance for government and private industry.

Dave & Busters Challenge: Set National Record with Dave & Buster’s Grand Opening World known for its fun and festive atmosphere, Dave & Buster’s called on Rex to handle all aspects of earned media, non-profit sponsorships and VIP and media grand opening festivities for D&B’s first location in the state. The Rex staff combined its extensive contacts in Tulsa’s media arena as well as the city’s “movers and shakers” to plan three days of grand opening events. A key component was identifying a local nonprofit organization that fit D&B’s criteria while giving the newcomer to the area maximum exposure.

Result: Packed the house faster than any other VIP party in Dave and Buster’s history More than 1,000 people attended the VIP party, some waiting as long as three hours to sample the restaurant’s menu. Company executives touted the event a raving success, noting that the venue filled to capacity at record speed.

Generations Health Care
Challenge: Increase Membership in the Tulsa Market Universal American is a family of specialty healthcare companies. In the Tulsa market, these companies include Generations Healthcare, which provides Medicare Advantage health plans, and GlobalHealth Inc., which provides commercial health plans. These plans offer health coverage to residents in Tulsa, Rogers, Osage, Creek, Wagoner and Mayes counties. Rex had two goals between July and December 2008: to increase brand awareness of Generations Healthcare and GlobalHealth and to increase membership in the Tulsa market.

While traditional earned media increased brand awareness in the client’s other markets, it failed to address the need for direct results in terms of leads generated. To overcome this challenge, Rex set objectives that went beyond publicity measurement. Rex set three objectives for the six-month campaign: secure 20 in-network providers as spokespersons; generate 60 media impressions; and directly generate 150 appointment leads and 30 new members through appointment leads.

Result: Rex secured 23 spokespersons for the client and exceeded its objective by 15 percent though physician relations. Rex generated 86 media impressions, exceeding its objective by 43 percent. The earned media equaled $232,200 in publicity value. Rex generated 256 appointment leads, exceeding its objective by 70 percent, and acquired 42 new members, exceeding its objective by 40 percent, through phone banks at Tulsa TV stations. From October to December alone, Generations Healthcare gained 500 new members in the Tulsa market.