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<br />HOWARD R. MILLER
<br />COMMUNICATIONS
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<br />CASE STUDY: 2007 & 2008 ~11A'\1I BEACH FESTIVAL OF THE ARTS
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<br />First established in 1974, the Festival of the Arts is Miami Beach's oldest art festival. Over the
<br />years the Festival has evolved from a local street show in North Beach to one of the most
<br />prestigious cultural art festivals on the East Coast. This signature community event showcases
<br />the juried artwork of over 150 artists from across the nation, exhibiting paintings, sculpture,
<br />glass, ceramics, jewelry, and photography.
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<br />In 2007, the event was potentially not going to happen. Howard R. Miller Communications
<br />(HRMC) was brought in six weeks before the festival by the North Beach Development
<br />Corporation after going through two other agencies, as the marketing counsel for the 33rd Annual
<br />Miami Beach Festival of the Arts. HRMC developed a cost-effective integrated marketing and
<br />crisis communication plan that included media buying, advertising, public relations, established a
<br />partnership with local art and cultural organizations as well as with local CollegeslUniversities to
<br />achieve the following Festival marketing goals:
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<br />. Limited Budget: HRMC had a limited $10,000 marketing/advertising budget to work
<br />with. and generated and earned a media value estimated at $33,974.06. The success
<br />occurred as a result of (a) evaluating the effectiveness of past years' paid advertising,
<br />(b) maximizing online marketing opportunities, and (c) forming new relationships
<br />with first-time media sponsors.
<br />. Increase Exposure: Generated 15,449,637 media impressions. This number only
<br />reflects marketing/advertising and does not include public relations placements.
<br />. Maximize Marketing Opportunities with Corporate Sponson: Coordinated numerous
<br />marketing cross-promotions with corporate sponsors and their media affiliates.
<br />Coldwell Banker, the name sponsor, was not going to continue with the Festival,
<br />however after the positive image publicity they received, they signed a 3 year contract
<br />extension.
<br />. Improve Recont-Keeping: Developed organizational system to record and file all
<br />agreements with media sponsors and other media.
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<br />In 2008, the City of Miami Beach, already a client ofHRMC, took over the Festival from the
<br />North Beach Development Corporation. The City of Miami Beach brought HRMC back to serve
<br />for the second year as the marketing counsel for the 34111 Annual Miami Beach Festival of the
<br />Arts. HRMC worked to develop a cost effective marketing plan that would make the Festival
<br />even more successful than the previous year.
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<br />. Limited Budget: HRMC had a limited $14,000 marketing/advertising budget to work
<br />with, and generated and earned a media value estimated at $80,348.50. The success
<br />occurred as a result of (a) evaluating the effectiveness of the previous year's paid
<br />advertising, (b) maximizing online marketing opportunities, (c) building upon
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