United Way &Verizon team up to install stormwater sensors in New Orleans

Written By Alicia Vial

Situation

The United Way of Southeast Louisiana (UWSELA) implements a holistic approach to solving the root causes of poverty in our community. To this end, UWSELA is a leader “moving at the speed of need” on the front lines of flood emergencies, a primary contributor to economic instability in Louisiana. A focal point of this campaign was the announcement of a pivotal partnership between UWSELA, Verizon and tech startup Hyfi. These organizations successfully advocated for the installation of revolutionary high-tech, low-cost stormwater sensors throughout greater New Orleans. This technology would facilitate faster and more efficient flood response from the City of New Orleans, as well as democratize crucial data allowing citizens to know and understand flood risk in their neighborhood.

Gambel Communications was enlisted to plan and implement all aspects of public outreach for the announcement of this new technology, including a press conference for partners and legislators, as well as a series of community information sessions. New Orleans is the first national market to benefit from this new technology, a pilot program to be replicated in Chicago.

Strategy

Most programming for the announcement took place in one action-packed day, requiring mindful consideration of logistical setup and breakdown, press and media schedules and strategic timing to maximize attendance from the community in two different areas of the city. To incentive attendance at all events, Gambel Communications worked with UWSELA to concept hand delivered media drops to all major print and television outlets prior to the press conference and leveraged UWSELA’s gift card assistance program in informational copy when promoting information sessions on community calendars.  

To accomplish these objectives, Gambel designed and oversaw a series of strategies and associated tactics, directing UWSELA and all partners through the planning and implementation process accordingly. Pivotal strategies and tactics in this process were outlined in a comprehensive internal PR plan and event briefing, a living document that was shared with all partners and served as an essential touchstone towards a unified schedule, promotional elements and foundational messaging across all partner platforms.  

Gambel Communications facilitated the affirmative RSVP from at least four City Council members, U.S. Congressman Troy Carter, Lieutenant Governor Billy Nungesser and Mayor of New Orleans , as well as community partners focused in the environmental, sustainability and disaster preparedness sectors. Speakers included U.S. Congressman Troy Carter, representatives of the City of New Orleans, UWSELA’s President and CEO Michael Williamson, Hyfi founder Brandon Wong and members of Verizon’s national leadership team.

Results

The Verizon Hyfi partnership announcement was hugely successful. Gambel Communications secured 64 trackable media mentions from national, regional and local media, reaching an aggregated readership of over 460 million, including the lead, front page story in The Times-Picayune’s Metro section. In addition, all four local television stations, the major newspaper, the primary business publication and a selection of other popular local publications attended the press conference and community information sessions in person in both Mid-City and New Orleans East. Gambel Communications also secured three post-announcement media placements, including interviews with the leading television news station (FOX 8) and local radio station WWL-AM.  

The press conference was standing room only, despite a major flood event that – ultimately – served to underline the importance of this technology. All community information sessions reached 100% capacity.  

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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