City of Hallandale Beach

Case Study
Food & Groove Event

CHALLENGE

To develop an integrated campaign to sell out tickets to the annual Food & Groove event. The Hallandale Beach Event Series is the only officially designated South Beach Wine & Food Festival event in Broward County.

CORE STRATEGY POINTS

  • Use the platforms and publications potential event goers were already engaging with
  • A phased timeline based on actual ticket sales was used for earned media placements, organic social shares, and digital ad campaigns  
  • Track all outreach components to measure which drove the most ticket sales
  • Use actual event imagery

    THE SOLUTION

    • Developed a project landing page to drive all traffic to a central location where it could be evaluated and measured.
    • Launched an organic social media campaign on the City’s and CRA’s social media pages that included chef spotlights, media coverage, talent bookings, and more to ramp up excitement and drive traffic to the landing page.
    • Worked with local and regional media outlets such as Y100, the Miami Herald, Soul of Miami, the Sun Sentinel, WLRN, and NBC to earn print, digital, radio, and tv coverage to promote the local chefs.
    • Leveraged partnerships with Yelp, City Spark, and Thrillist to promote the Hallandale Beach Event Series as the only South Beach Wine & Food Festival authorized event in Broward County.
    • Designed targeted ad campaigns in and out of state with media outlets and Spotify to drive ticket sales.

    The Results

    Our coordinated efforts using a phased and integrated approach worked. 1,000 tickets sold out and the city had a $58,250 return on investment.

    Earned Media Placements

    Calculated Publicity Value

    Social Reach