Case Study
Surf’s up! And so is coverage of unique school club
Clients: Education
Services: Media Relations
School surfers ride wave of international publicity
THE SITUATION
Lodi Public Schools (LPS), a small urban district rich in diversity, lives by the motto “Be A Champion.” Aside from academics, LPS motivates students to explore new opportunities, even unexpected ones such as surfing. With the guidance of teacher/club adviser Matthew Nicolosi, a supportive Board and district administration, the Lodi Surf Club was created. Because of the 50-plus mile distance from the shore, students surf indoors at the American Dream Mall’s wave pool.
THE STRATEGY
Recognizing the story’s human-interest appeal, LBC pitched the Lodi’s Surf Club to media outlets, spotlighting the club’s creativity and the unique setting. Reporters were invited to come and see the club in action, with some reporters even riding waves themselves, and hear from students and staff about the impact this club has had. By framing the Surf Club as both inspiring and newsworthy, LBC positioned Lodi as a district that shows innovation and connection.
THE WIN
Coverage from Fox 5, Gothamist, WNYC, and the Times of London reached millions across local, regional, national and international audiences. Media monitoring recorded an earned value of more than $36,000. Social media boosted the reach, with WNYC’s X post reaching 6,300 users and The Times of London’s X post reaching 1.75 million users, generating about 6,240 clicks to view the story. The Surf Club positioned Lodi as a district committed to providing students with experiences that build confidence, adaptability and pride, receiving champions’ recognition far beyond the classroom.
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