Presentation on theme: "Case Study Challenge –Help a shopping center, specifically our bookstore, plan and execute a Harry Potter book release party for “Harry Potter and the."— Presentation transcript:
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.
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
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 » blast to 30,000 Star 102 “Superstars” » blast to 25,000 KC Star Thursday Preview subscribers »50,000 impressions on through roll-over block adwww.kansascity.com
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
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.
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