Having established a presence in Palm Beach County with numerous special events over many years, TrustBridge Health was seeking entry into the Broward County market via a special fundraising dinner featuring former White House Chef John Moeller.
Bitner Group was tasked with “getting the word out” about the event, while creating brand awareness for the client. While the client’s non-profit status was an asset relative to media pitching, it was clear that Chef John was going to be the magnet for any kind of exposure.
It was not sufficient to simply position the event as a Hospice fundraiser. Rather, Chef John had to be placed front and center with the Hospice connection following close behind.
A pre-event press release had to be distributed a month out to “plant the seed” for media follow up. News, Lifestyle, Society and Food media around South Florida would need to be covered.
Distributing a media alert two weeks prior to the dinner would be a necessity, which included an offer to interview Chef John. Shortly thereafter, media follow up to schedule interviews would be a requirement.
The bottom line was to generate media coverage for the event, while attempting to increase ticket sales as a result of same.
STRATEGY AND ACTION
Based off distribution of both the press release and media alert, the Bitner Group team continually followed up with media via e-mails and/or phone calls. Given the client’s geographical emphasis, this activity was confined to Broward County and Miami-Dade County.
During a two-week period, the Bitner Group team was able to score placements with a number of print and electronic outlets. These included the Sun Sentinel, Miami Herald, New Times Broward/Palm Beach, the market’s NBC affiliate, the Sid Rosenberg Morning Radio Show, the Paul & Young Ron Morning Radio Show and the Eat & Critique Radio Show.
Relative to the Sun Sentinel hit, the coverage was valued at more than $124,000, given it was the cover of the weekly Friday entertainment section.
It was the success of this project that ultimately led to Bitner Group becoming the agency of record for TrustBridge Health.