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- ~ HOWARD R. MILLER COMMUNICATIONS CASEsruDY: 2007 rooo NETWCR<gxjlH EEAa-t WINE& rooo FESTIVAL The Food Network SJuth I?ead1 VVine & Food Festival is an internationally sua:essful star-studded, four-day weekend destination event showcasing the talents of the world's most renowned wine and spirits producers, dlefs and a.Jlinary personalities. ~onsored by SJuthern VVine & ~irits of Rorida and Rorida International University (RU), the Festival benefits the Teadling Fest au rant and the SJuthern VVine & ~irits !?everage Management Center, both located at RU. In 2007, Food Network signed on as the title sponsor of the Festival for the first time in its history, opening doors for increased avvareness of the event on a national level. The Festival has beoome one of the largest and most well-known festivals of its kind in the oountry and the world, oontinuing to attract the best in the industry to SJuth 1?ead1. Howard R Miller Communications (HRv1C) was brought in as the marketing oounsel for the 2007 Food Network SJuth I?ead1 VVine & Food Festival, for the first time since its inception, to integrate all marketing and advertising activities. HRv1Cdeveloped a oost-effective integrated marketing plan to adlieve the following Festival marketing goals: . FEdum B.J~: HRv1 C reduced the marketing! advertising budget from $115,885.67 to $61,589.25, with a wrrent earned media value of $2,380,108.62. The reduction oCOJrred as a result of (a) evaluating the effectiveness of past years paid advertising, (b) maximizing online marketing opportunities, (c) building upon relationships with returning media and (d) forming new relationships with first-time media sponsors. . Inaease Exposure: Generated 304,831,804 media impressions a (with several outstanding media inquiries, we know that the number is actually higher), oompared with 152,849,370 last year. This number only reflects marketing! advertising and does not indude public relations placements. . Maximi2e MarketingOpportunitieswith O>rporate ~nsors: Coordinated numerous marketing cross-promotions with oorporate sponsors and their media affiliates (e.g. ~ltat9<y Magazine) . Improve Raoord-~ping ~veloped organizational system to reoord and file all agreements with media sponsors and other media. 2007 marked the sixth and most sua:essful year of the Festival, paving the way for further opportunities for the 2008 Food Network SJuth !?eadl VVine & Food Festival, aswell as potential national expansion of the branded event to other top U.S dties, induding New York. Page 26 of 44 Bd No 11-02-02