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o o o - ..,-."'..~.. ..... """""'1' ~.,.i'k l;r:-t;, , .,.,,, l~l'~~' .flt~ir ~'11;' ...., ;," ~ '.;,1;-' ,~r' HOWARD R. MILLER COMMUNICATIONS CASE STUDY: 2008 FOOD NETWORK SOUTH BEACH WINE & FOOD FESTIVAL The Food Network South Beach Wine & Food Festival is an internationally successful star- studded. four-day/52 event destination showcasing the talents of the world's most renowned wine and spirits producers. chefs and culinary personalities. Sponsored by Southern Wine & Spirits of Florida and Florida International University (FIU). the Festival benefits the Teaching Restaurant and the Southern Wine & Spirits Beverage Management Center. both located at flU. 2008 marked the second consecutive year that the Food Network signed on as the title sponsor of the Festival, continuing to open 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) continued as the marketing counsel for the 2008 Food Network South Beach Wine & Food Festival, for the second consecutive year 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 even more from last year's reduction of$61,589.25 to $22,510.00 this year. This budget has currently earned a media value of $7,866,954.00. The advertising cost reduction occurred as a result of (a) evaluating the effectiveness of last year's paid advertising, (b) maximizing online marketing opportunities, (c) building upon relationships with returning media and (d) forming new relationships with first-time media sponsors. . Increase Exposure: Generated 936,542,360 media impressions a (with several outstanding media inquiries, we know that the number is actually higher), compared with 304,831,804 last year. This number only reflects marketing/advertising and does not include public relations placements. . Maximize Marketing Opportunities witb Corporate Sponson: Coordinated numerous marketing cross-promotions with corporate sponsors and their media affiliates (e.g. New York Times, Wine Spectator, Miami Herald). 2008 marked the seventh and most successful year of the Festival, paving the way for further opportunities for the 2009 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. 117S 'IE 12Sth STREET. SUTE 618. :'\ORTlI \11.\.\11. FL 3.1161. r~1. JUS.HJ.1l8112. F.\X. .llJSll9S.HI2 oo\\ard'dgohrrno:..:om. \\Ww.gohrmc.':llm