Case Study
•
Challenge
– Help a shopping center, specifically our bookstore, plan and execute a
Harry Potter book release party for “Harry Potter and the Deathly
Hallows.”
– Convince patrons in the area to frequent our location vs. city-wide
competition, or any of the other numerous Harry Potter events being
held around the KC metro area.
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Case Study (cont.)
•
Implementation
– Event Planning:
• Developed various activities for Harry Potter fans to participate in
during “Wizards Weekend.”
– Events included Quidditch matches, face painting, arts and
crafts, costume parade, live music, and a shopping centerwide sidewalk sale.
• Formed a partnership with the Kansas City Wizards
– Wizards provided prizes for games and contests throughout
the night.
– Dynamo, the KC Wizards mascot, made an appearance
during the event.
– KC Wizards players were on-site for autographs.
• Developed a community tie-in by organizing a Harry Potter book
drive for Children’s Mercy Hospital
Case Study (cont.)
•
Implementation (cont.)
– Media Placement:
• Developed a multi-level media campaign to promote “Wizards
Weekend.”
– Radio schedule and remote with Star 102
– Print campaign with the KC Star
» Print ads in the Neighborhood news and Thursday
Preview sections
» “Star Note” on the front page of 25,000 newspapers
– Online campaign
» Email blast to 30,000 Star 102 “Superstars”
» Email blast to 25,000 KC Star Thursday Preview
subscribers
» 50,000 impressions on www.kansascity.com through
roll-over block ad
Case Study (cont.)
•
Implementation (cont.)
– Public Relations
• Wrote a press-release promoting all the “Wizards Weekend”
events and tie-ins
– Resulted in 4 articles in the Kansas City Star
– Resulted in 1 article in the Pitch Weekly
– Achieved one television appearance on KCTV-TV
Case Study (cont.)
•
Results
– A resounding success!
• Bookstore was the #1 sales volume store in their region.
• Bookstore exceeded their sales goals by 85%.
• The shopping center raised enough money to purchase 30 copies
of “Harry Potter and the Deathly Hallows” for the patients at
Children’s Mercy Hospital. Books were then delivered in-person
by members of the Kansas City Wizards.
Contact Information
If you have any questions regarding this presentation, or to set up a
consultation, please contact:
Cindy Augustine
[email protected]
913-710-7214