Introducing Tifferney White
The Louisiana Children’s Museum ended their nation-wide search for a new CEO when they hired Tifferney White. But when the local media attention to the new appointment was minimal at best, Gambel Communications stepped in to help establish Tifferney as a thought leader and introduce her to the community.
Situation
A fixture of the New Orleans Warehouse District for 33 years, a new and reimagined Louisiana Children’s Museum (LCM) opened in the heart of New Orleans City Park in August 2019, the stunning result of a decade of planning and a $47.5 million in investment. Six months later, the new museum was temporarily shuttered by COVID-19 with the rest of the world. Pandemic-related staff turnover and the departure of the museum’s longtime executive director in January 2021 complicated LCM’s re-emergence post-pandemic.
The announcement of Charlotte, NC museum administrator Tifferney White as LCM’s new executive director, effective March 1, 2023, marked an important opportunity to tell the story of LCM’s remarkable makeover. LCM is on a mission to positively shape children’s trajectories by giving them access to safe, innovative, educational play experiences while strengthening and supporting families.
Yet, LCM and staff struggled with efforts to strategically introduce Tifferney to the general public. As a result, Gambel Communications partnered with the LCM board to create and implement a 60-day strategic communications campaign to introduce and establish Tifferney as a thought leader in the community.
Strategy
Gambel Communications first met with with Tifferney to discuss her key platforms, which included advancing LCM’s educational framework for early learners and families and increasing access to the museum among the community at large. Gambel Communications then devised an aggressive strategy for a six-week media and community relations blitz to garner increased exposure that allowed Tifferney to remain authentic to her life’s calling and allow attributes of her purpose to shine through the introductory coverage.
The campaign’s success would be measured not just by the quantity of earned media coverage, but the inclusion of Tifferney’s key priorities into each story and the foundation that was being created for future media attention and thought leadership opportunities.
Results
As a direct result of the six-week media and community relations blitz, Gambel Communications secured nine high-profile stories that reached an estimated 4.1 million viewers - a 1,500% increase.
Announcements of Tifferney’s new role as CEO on news outlets across the region
A profile feature in The Times-Picayune
Two broadcast TV interviews on local morning shows
An interview with Monica Pierre’s Powerhouse Woman Podcast
Radio interview with WWL-AM
Published guest perspective with CityBusiness
Selected as Biz New Orleans’ New and Notable recipient
