Event Marketing

St. Paul’s Orthodox Church Greek Festival

Greek Festival

“A Taste of Greece”

Project
Comprehensive public relations, marketing and advertising campaign

Background
A Morgan Marketing & Public Relations LLC pro bono client, St. Paul’s Greek Orthodox Church in Irvine, Calif., holds a three-day annual fundraiser festival designed to share Greek heritage, faith and culture with the community. For several consecutive years, the agency has been selected to create and facilitate an all-inclusive public relations and marketing plan, with the goals of increasing awareness, attendance and sales for the festival.

Execution
Media outreach – Created and distributed collateral materials including a calendar listing document, media alert, press releases, radio station outreach give-away form and a business media focused pitch email (“The Business of Baklava” highlighting event statistics and pertinent figures).

Advertising – Researched advertising outlets and pricing options, coordinated ad design and placements (print, online, bus taillights) and coordinated an opportunity drawing with entry forms designed to track the effectiveness of ad placements to benefit ad strategies for future festivals.

Event logistics – Performed pre-event and on-site media support and coordination of photographer and videographer for use in future media and community relations efforts.

Community and opinion leader outreach – coordinated direct mailing to and follow up with local chamber of commerce, governmental agencies, schools, police and fire departments.

Results
The agency’s efforts have resulted in unprecedented success for the festival. In recent campaigns, a total of more than 107 million impressions were reached through editorial coverage and ad placements. Media relations for “A Taste of Greece” resulted in local morning show and web-based video segments, features in daily news outlets and extensive pre-event coverage in key Orange County and Los Angeles media outlets such as KCBS-TV, The Orange County Register, Irvine World News, Day Break OC, Real Orange and The Juice.

Following agency efforts, gross funds raised increased 30 percent and net funds raised increased 15 percent from the previous year’s earnings – the highest in festival history. Event attendance also reached unprecedented heights, with attendance counts reaching more than 10,500 attendees.

 

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