Case Studies...
U.S. IPv6 Summit 2003--Arlington, VA
Task:
- Create awareness among potential attendees for a conference about the Internet held at the Doubletree Crystal City in Arlington, VA, within four months.
Approach:
- Provided strategic counsel on public relations and marketing activities for events promotion to conference company CEO and conference company staff.
- Planned, directed and implemented a public relations campaign for the event.
- This included the authoring and dissemination of press releases and invitations, securing the attendance of media at the event, securing briefings, preparations for and onsite management of the press room, coordinating with the registrar for media registration, the development of targeted media lists, creation of press kits, briefing books and press kit materials.
- Provided strategic counsel on public relations to spokespeople to ensure positive news coverage of event.
- Advised public relations departments of major national corporate sponsor and non profit sponsor companies on public relations strategies to gain visibility through the event.
- Planned, directed and implemented a media sponsorship campaign for the event.
- Created the proposals, initiated negotiations, wrote and finalized contracts.
- Ensured all contractual obligations to and from media sponsors were fulfilled.
- Pursued promotion of the event through associations.
Results:
- Secured the attendance of 10 press and analysts to cover the event onsite.
- Secured over 20 positive headline news articles in key media that directly referenced the event, included key messages and quoted spokespeople.
- Secured media sponsorships with Kerrigan Media International, Washington Post Newsweek Interactive, Northern Virginia Technology Council and IPv6 Style (Japan).
- Implemented marketing activities for the event as a result of media sponsorship, including list acquisition, direct mail drops, email blasts, banner ads, event listings, flyer drops and Web site pages.
- Secured the non paid assistance of major domestic and international industry trade associations to promote the event, including Wireless Communications Association International, Arlington County Economic Development, 3GPP2, ETSI and ITU.
- Efforts helped raise total attendance 40% since the event held six months prior to December.