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The National Freedom of Information Coalition is a nonprofit group charged with founding educational coalitions in each state to inform the public about sunshine laws. Sunshine laws focus on access to government, allowing citizens the right to inspect and copy public records or attend public meetings. To boost attendance at its annual conference hosted in Indianapolis, a distinct brand was developed to expand the universe of registrants to a broader audience that shared similar concerns about open government. The brand was reviewed by select FOI experts across the country—including academics, attorneys, First Amendment experts, citizen advocacy groups, and practicing journalists in both broadcast and print. The brand was incorporated into all materials; Web, print, targeted e-mails, tip sheets and radio PSAs. The event’s limited reach was extended by tripling attendance through branding and broader outreach, including a pre-conference article in the Washington Post.