SUMMERFEST 2018 EVENT SPONSORSHIP PROJECT

Transcription

1 SUMMERFEST 2018 EVENT SPONSORSHIP PROJECT EVENT PLANNING, EVENT EXECUTION, SOCIAL MEDIA & PUBLIC RELATIONS BRIDGE TAIWAN EXCELLENCE WITH MILWAUKEE EXCELLENCE What s the best way to communicate excellence? Show it. IDM recommended, planned and executed the Taiwan Excellence sponsorship of Summerfest 2018 to give American consumers the chance to experience the innovative design and engineering advancements of Taiwanese companies. IDM was responsible for every aspect of the event planning and activation while providing an engaging social media campaign and PR efforts integrated with the Community Outreach program. 1

2 Messaging and Positioning IDM designed the Key Visual - all game materials, social media images, informational handouts and the exhibit itself were informed by this design. Maximizing Visibility To create maximum visibility, Taiwan Excellence sponsored the Summerfest Sky Glider, a gondola lift which takes patrons from one end of the festival grounds to the other. IDM designed the advertisement signage for the Sky Glider cars, employing the key visual imagery and secured media interviews on the glider with a local publication. 2

3 To educate and engage our audience about award winning products, we trained brand ambassadors who were excited to share stories about the products showcasing the products unique features and benefits. Watch an on-site review here. To enrich the Opening Ceremony with entertaining content, Peter Roothaan - a recognized saxophonist and performer in Chicago, demonstrated Lien Cheng s award-winning Alto Saxophone and was able to explain its qualities to interested visitors on-site during the Opening Ceremony. 3

4 Community Outreach IDM recommended that TAITRA engage in a series of community outreach initiatives that would localize core messages of innovation and intelligence to local Milwaukee families. The IDM team worked with TAITRA to integrate the organization in the Milwaukee community at-large, partnering with prominent local museums located in close proximity to the Summerfest grounds. The IDM Brand team coordinated two events leading up to Summerfest: The first event was a meet-and-greet between Taiwan Excellence and Milwaukee kids/ campers who attended the Discovery World Science & Technology Center. The second event was a robotics workshop with the Betty Brinn Children s Museum. 4

5 SUCCESS HIGHLIGHTS 19 MEDIA OPPORTUNITIES were brought to TAITRA s attention exceeding the KPI of 15 opportunities asked of the team. 1 FEATURE STORY in the BizTimes of Milwaukee highlighting the Taiwan Excellence Experience Zone. 4 STORIES WITHIN 1 PUBLICATION OnMilwaukee.com that either mentioned Taiwan Excellence or featured its products and/or people. 763 SURVEYS were administered, exceeding the 500 survey KPI 2 PRESS RELEASES were drafted and distributed around the time of the event, resulting in 161.5m More than IMPRESSIONS in media markets across the United States and across the globe. The tent recieved NUMEROUS COMPLIMENTS from visitors and even the Summerfest team who informed the event manager that Taiwan Excellence had THE BEST LOOKING TENT ON THE GROUNDS. 5

6 SOCIAL MEDIA KPI Post at least 5x BEFORE THE EVENT on Facebook, Twitter and Instagram; Post 1x EACH DAY DURING THE EVENT on Facebook, Twitter and Instagram; Post 2x AFTER THE EVENT on Facebook, Twitter and Instagram; IDM DESIGNED AND SHARED 67 POSTS ON FACEBOOK throughout the campaign, 63 POSTS ON TWITTER throughout the campaign, 60 POSTS ON INSTAGRAM throughout the campaign along with an average of 24 Instagram Stories per day during the event 6

7 CONFIRMED MEDIA PITCHED/EXPRESSED INTEREST Despite competition for media attention due to political and presidential activity in Milwaukee concurrent with TAITRA s time at Summerfest, IDM remained committed to delivering quality media coverage of Taiwan Excellence. IDM produced two press releases highlighting Taiwan Excellence Experience Zone resulting in more than million international impressions and secured 19 media opportunities on site for Taiwan Excellence. The OnMilwaukee.com site is the most viewed media outlet during Summerfest; the value of showing there and having the number of stories we did far outweighs any traditional ad spend. SOCIAL MEDIA STATS 2018 SUMMERFEST 2016 SUMMERFEST 2015 TASTE OF CHICAGO 190 TOTAL POSTS across Facebook, Twitter, Instagram (not including Instagram Stories) 104 TOTAL POSTS across Facebook, Twitter, Instagram 62 TOTAL POSTS across Facebook, Twitter, Instagram 304,371 TOTAL IMPRESSIONS across Facebook, Twitter, Instagram 28,464 TOTAL IMPRESSIONS across Facebook, Twitter, Instagram 19,410 TOTAL IMPRESSIONS across Facebook, Twitter, Instagram 7

8 SIGNIFICANT SOCIAL MEDIA ADDED VALUE 67POSTS 150MINS LIVE BROADCASTS 134,361 FACEBOOK 2,057 IMPRESSIONS ENGAGEMENTS 63 POSTS 157,300 TWITTER IMPRESSIONS 60 POSTS 2,249 LIKES 142 NEW FOLLOWERS 12,710 IMPRESSIONS 24 STORY POSTS PER DAY IDM deepened Instagram strategy for Taiwan Excellence throughout this campaign. Video share to IGTV in its first week of activation High daily posting rates (at least 3x per day) Product giveaways on Taiwan Excellence Instagram and in partnership with two Instagram Influencers (Nicole and Sandra 8

9 ADDED VALUE THROUGH INFLUENCER MARKETING Our beauty influencer partner, Nicole Townsend, was recently named Best Beauty Influencer of 2018 by Chicago Magazine. Nicole gave great insight and positive light to SH-RD Protein Cream in advance and during Summerfest. She published a blog post a few days before the Opening Ceremony highlighting its attributes and the ways the product worked for her. You can read this blog here. 9

10 A day later she published a video review and tutorial on YouTube. You can view the full video here. In addition, Nicole posted about her blog and video on Instagram, Twitter and Facebook and visited the Taiwan Excellence booth during the Opening Ceremony to speak with Artemis Tsai, General Manager of SHAANHONQ. Nicole also posted a video recap of her experience at Taiwan Excellence s booth at Summerfest. Check out the full video here. 10