Task:

• Execute a marketing campaign to reach potential attendees for a conference about the Internet held at the Loews Beach Hotel in Santa Monica, CA. Do this within four months with zero budget for advertising buys and other paid media.

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 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.
  
• Planned, directed and implemented a cross promotional campaign for the event.
  
• Created the proposals, initiated negotiations, wrote and finalized contracts.
  
• Ensured all contractual obligations to and from cross promotional partners were fulfilled.
  
• Planned, directed and implemented a public relations campaign for the event.
  
• Developed targeted media list, conducted press and analyst relations, authored press releases, managed the press room onsite and gathered results.

Results:

• Secured nine media sponsorships within two months valued at $209,000 total with target media for event: Network Computing, Network Magazine, New Telephony, Short Range Wireless Magazine, Homeland Defense Journal, Homeland Defense Radio, InfoWorld, Network World and Network World Events.
  
• Secured cross promotional agreements with major international industry trade associations to promote the event, including Wireless Communications Association International and Internet Society.
  
• Secured cross promotional agreements with other events to promote the event, including Black Hat events and Spirent Seminars.
  
• Marketing activities executed for the event as a result of media sponsorship and cross promotional campaigns included acquisition of lists, email blasts, direct mail drops, radio ads, banner ads, 4-color full page print ads, event listings, eNewsletter sponsorships, flyer drops, logo swaps and Web site pages.
  
• Secured the attendance of 15 press and analysts to cover the event onsite and obtained coverage for the event and/or event sponsors in 18 articles.
  
• Efforts helped raise overall attendance by 5% since the event held six months prior.
  
• Efforts helped raise number of new attendees by 35% to 40% since the event held six months prior.

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