As the days turn into hours before Shirt The Kids rolls through Fresno on May 11th, the ability to create a buzz around the event was something that was always in the forefront throughout the whole planning process. Internet social networks (Facebook, Twitter, Tumblr, etc.) have helped out in building anticipation for the event, but I found that being able to actually talk in person about it, especially to those who are affiliated in "traditional" media (newspaper, radio), has allowed Shirt The Kids Fresno to reach out to a larger demographic.
Shirt The Kids Fresno in Sunday's issue of The Fresno Bee
"Word of mouth is the best medium of all"
- William Bernbach
The quote above exemplifies the grass-roots approach that I have taken in regards to spreading the word about Shirt The Kids Fresno. Although we (myself along with PNOY Apparel) used our Internet networks extensively, I felt that being able to talk about the event, especially to our target demographic, would add a personal connection that people interested in the event would be able to have, and being able to connect with people at that level transcends any kind of boundary, whether it be racial, economic, or otherwise. This vision allowed us to be able to network with Fresno's local newspaper, The Fresno Bee, as well as possible mention on B95, one of Fresno's most listened-to radio stations.
Shirt The Kids Fresno - May 11
As technology becomes more and more vital in the way we network with people, one lesson that I learned (or should I say, "re-learned") is that in order to reach out to more people, you still have to physically GO OUT and develop that personal connection. Technology may make it easier to blast out information to the masses, but to find those who believe and are dedicated to the cause is a process that can only be done with a face-to-face conversation.
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