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~ IIVII HOWARD R. MILLER COMMUNICATIONS Section 7 Creative Ability The following case studies demonstrate how HRv1 C has used its creative ability to generate sua:essful branding and marketing campaigns for its dients, induding the Oty of Miami 1?ead1, the Food Network SJuth I?ead1 Wne and Food Festival; by expanding extremely small budgets through HRv1Cs marketing talent. CASESTUDY: 2007 & 2008 MIAMIBE"AOi FE5T1VALOFlHEAR15 Rrst established in 1974, the Festival of the Arts isMiami Beach's oldest art festival. OJer the years the Festival has evolved from a local street show in North Beach to one of the most prestigiousQJltural art festivals on the East CDast. This signature community event showcases the juried artwork of over 150 artists from aa-oss the nation, exhibiting paintings, roJlpture, glass, ceramics, jewelry, and photography. In 2007, the event was potentially not going to happen. Howard R Miller CDmmunications (HRVlq was brought in six weeks before the festival by the North Beach Development CDrporation after going through two other agendes, asthe marketing counsel for the 33rd Annual Miami Beach Festival of the Arts. HRVlCdeveloped a cost-effective integrated marketing and a-isiscommunication plan that induded media buying, advertising, public relations, established a partnership with local art and QJltural organizations as well aswith local CDllegeslUniversitiesto achieve the following Festival marketing goals: . limited 8Jd~: HRVlChad a limited $10,000 marketing! advertising budget to work with, and generated and earned a media value estimated at $33,974.06. The sua;ess ooomed as a result of (a) evaluating the effectiveness of past years' paid advertising, (b) maximizing online marketing opportunities, and (c) forming ne\N relationships with first-time media sponsors. . Inaease Expog.Jre: Generated 15,449,637 media impressions. This number only reflects marketing! advertising and does not indude public relations placements. . Maximize Marketing Opportunities with O>rporate ~ CDordinated numerous marketing cross- promotions with corporate sponsors and their media affiliates. CDldwell Banker, the name sponsor, was not going to continue with the Festival, however after the positive image publidty they received, they signed a 3 year contract extension. . Improve ~cord-tci!eping: Developed organizational system to record and file all agreements with media sponsors and other media. In 2008, the aty of Miami Beach, already a dient of HRVlC, took over the Festival from the North Beach Development CDrporation. The aty of Miami Beach brought I-RVICback to serve for the second year asthe marketing counsel for the 34th Annual Miami Beach Festival of the Arts. I-RVICworked to develop a cost effective marketing plan that would make the Festival even more sua:essful than the previous year. . limited 8Jd~: HRVlChad a limited $14,000 marketing! advertising budget to work with, and generated and earned a media value estimated at $80,348.50. The sua;ess oCOJrred as a result of (a) evaluating the effectiveness of the previous year's paid advertising, (b) maximizing online marketing opportunities, (c)nbuilding upon relationships with returning media and (d) forming ne\N relationships with first-time media sponsors. . Inaease Expog.Jre: Generated 19,239,411 media impressions. This number only reflects marketing! advertising and does not indude public relations placements. 2008 marked the 34th and most sua:essful year of the Festival, paving the way for further opportunities for the 35th Annual Miami Beach Festival of the Arts in 2009. Page 24 of 44 Bd No 11-02-02