Press Conference: Maxwell XLab/City of Syracuse

Maxwell XLab, a research center at Syracuse University that applies behavioral science and randomized control trials to improve the effectiveness of nonprofit and government initiatives, had just completed a project for the City of Syracuse that resulted in the collection of more than $1.4 million in overdue property taxes. The project tested the effects of small "nudges," including hand written notes, that ultimately helped hundreds of homeowners to get current on their taxes and avoid disruptive and more expensive outcomes, including foreclosure.

For the X Lab, it was an opportunity not only to raise awareness of the positive results for the City but also to increase visibility of their services among area nonprofits and government leaders. For the Maxwell School, it was an opportunity to celebrate the faculty member and the alumnus who co-founded the center together and to demonstrate how the school delivers on its commitments to help improve communities and help government run better. For Syracuse University, it was an opportunity to reinforce the positive partnerships between the university, the city and the local nonprofit community.

Working closely with colleagues in the XLab, university government relations, City Hall and the central media relations, we organized a press conference centered in the Maxwell School's Strasser Commons with presentations from the XLab team, university community relations, and Syracuse Mayor Ben Walsh. The event was livestreamed from the school's website and Facebook channel and promoted through university and City channels, with the Maxwell School's iconic architecture as its backdrop.

To ensure the the event was inclusive and accessible, the team consulted with university leaders representing URM communities, including indigenous communities, on the selection of venue, time, date, speakers and communications channels.

Nearly every local print and broadcast outlet was in attendance to engage with and interview the team, and the livestream enabled event coverage by the AP reporter in Albany. The YouTube and Facebook livestreams also created opportunities for additional awareness building and engagement among the university's, the city's and the donor's diverse constituencies.

As a result of selecting the right time, location and accessible opportunities for engagement, positive media coverage of the Maxwell X Lab's initiative with the City of Syracuse was reported in the Associated Press, Syracuse Post Standard, and public radio outlets, resulting in pickup by more than 90 media outlets including The New York Times and the Washington Post.

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