Howard R. Miller - Laserfiche WebLink

Home Browse Search

o " o ~ .'::.; ::. ".1'!lo.. " ,;:~ ;;>-:"1 "'-,f'.:F~ """,.,,..r.~ . "".,. , '4<..~',"'f;,J1" .~., " '~il~1 . -.;~~~ ~~::.:" HOWARD R. MILLER COMMUNICATIONS CASE STUDY: 2007 FOOD NETWORK SOUTH BEACH WINE & FOOD FESTIVAL The Food Network South Beach Wine & Food Festival is an internationally successful star- studded, four-day weekend destination event showcasing the talents of the world's most renowned wine and spirits producers, chefs and culinary personalities. Sponsored by Southern Wine & Spirits of Ftorida and Florida International University (FlU), the Festival benefits the Teaching Restaurant and the Southern Wine & Spirits Beverage Management Center, both located at FlU. In 2007, Food Network signed on as the title sponsor of the Festival for the first time in its history, opening doors for increased awareness of the event on a national level. The Festival has become one of the largest and most well-known festivals of its kind in the country and the world, continuing to attract the best in the industry to South Beach. Howard R. Miller Communications (HRMC) was brought in as the marketing counsel for the 2007 Food Network South Beach Wine & Food Festival, for the first time since its inception, to integrate all marketing and advertising activities. HRMC developed a cost-effective integrated marketing plan to achieve the following Festival marketing goals: · Reduce Budget: HRMC reduced the marketing/advertising budget from $115,885.67 to $61,589.25, with a current earned media value of $2,380, 108.62. The reduction occurred 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) fonning new relationships with first-time media sponsors. · Increase Exposure: Generated 304,831,804 media impressions a (with several outstanding media inquiries, we know that the number is actually higher), compared with 152,849,370 last year. This number only reflects marketing/advertising and does not include public relations placements. · Maximize Marketing Opportunities with Corporate Sponson: Coordinated numerous marketing cross-promotions with corporate sponsors and their media affiliates (e.g. Delta/Sky Magazine) · Improve Record-Keeping: Developed organizational system to record and file all agreements with media sponsors and other media. .. 2007 marked the sixth and most successful year of the Festival. paving the way for further opportunities for the 2008 Food Network South Beach Wine & Food Festival, as well as potential national expansion of the branded event to other top U.S. cities, including New York. I m "iE l2~th srREET. SI 'JTE ~09. :\ORTII \II'\~II. FL .u I (, I . rd. .I(j~~7.1()H1l2 . F \X 'l)~ ll?~ H 12 howard cfgllhrm.:.':llm. W\\W gllhnn.:..:.,m