1 / 6

Case Study

Case Study. Challenge Help a shopping center, specifically our bookstore, plan and execute a Harry Potter book release party for “Harry Potter and the Deathly Hallows.”

gomer
Télécharger la présentation

Case Study

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Case Study • Challenge • Help a shopping center, specifically our bookstore, plan and execute a Harry Potter book release party for “Harry Potter and the Deathly Hallows.” • Convince patrons in the area to frequent our location vs. city-wide competition, or any of the other numerous Harry Potter events being held around the KC metro area.

  2. Case Study (cont.) • Implementation • Event Planning: • Developed various activities for Harry Potter fans to participate in during “Wizards Weekend.” • Events included Quidditch matches, face painting, arts and crafts, costume parade, live music, and a shopping center-wide sidewalk sale. • Formed a partnership with the Kansas City Wizards • Wizards provided prizes for games and contests throughout the night. • Dynamo, the KC Wizards mascot, made an appearance during the event. • KC Wizards players were on-site for autographs. • Developed a community tie-in by organizing a Harry Potter book drive for Children’s Mercy Hospital

  3. Case Study (cont.) • Implementation (cont.) • Media Placement: • Developed a multi-level media campaign to promote “Wizards Weekend.” • Radio schedule and remote with Star 102 • Print campaign with the KC Star • Print ads in the Neighborhood news and Thursday Preview sections • “Star Note” on the front page of 25,000 newspapers • Online campaign • Email blast to 30,000 Star 102 “Superstars” • Email blast to 25,000 KC Star Thursday Preview subscribers • 50,000 impressions on www.kansascity.com through roll-over block ad

  4. Case Study (cont.) • Implementation (cont.) • Public Relations • Wrote a press-release promoting all the “Wizards Weekend” events and tie-ins • Resulted in 4 articles in the Kansas City Star • Resulted in 1 article in the Pitch Weekly • Achieved one television appearance on KCTV-TV

  5. Case Study (cont.) • Results • A resounding success! • Bookstore was the #1 sales volume store in their region. • Bookstore exceeded their sales goals by 85%. • The shopping center raised enough money to purchase 30 copies of “Harry Potter and the Deathly Hallows” for the patients at Children’s Mercy Hospital. Books were then delivered in-person by members of the Kansas City Wizards.

  6. Contact Information If you have any questions regarding this presentation, or to set up a consultation, please contact: Cindy Augustine cindy@kazoomarketing.com 913-710-7214

More Related