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Best Media Relations Campaign Overview 1 Supporting Question 2 Supporting Materials 3 BorderFest History 4 Mission Statement 5 Goals & Objectives 6 “Pepper” BorderFest Emissary 7 Results Are In… Records Set At BorderFest 2011! 8 Media Relations Campaign Overview Overview 2011 marked the 35th year of the Rio Grande Valley’s oldest and largest culture, heritage and music festival, BorderFest Most successful year in the event’s history. BorderFest Celebrating Hawaii, Proudly Presented by Kraft was held March 3‐6 at the State Farm Arena in Hi‐ dalgo, Texas. Growth of 5% over the prior year, attracting? 89,928visitors from both the United States and Mexico. Hidalgo, which is just north of the Rio Grande River, is the point of entry for visitors coming from Mex‐ ico to the United States. To reach these varied audiences, BorderFest activates an extensive media relations campaign. BorderFest’s media relations campaign 3 months out the event has constant presence in all aspects of the media‐broadcast, print and online. Press releases about the history of the event and entertainers are sent out periodically eight weeks in advance with the objective of giving the media newsworthy stories. An official press conference marked the launch of our 8 week effort, at this press conference the Selena Gomez, was announced along with other entertainment for the event. Reporters receive a press kit with information about the festival and the press release about the headlining act. Media Sponsor participation helps in recruiting other important part‐ ners. State Farm Arena and Telemundo worked together to bring “12 Corazones” a national high rated dating game show. Radio partner Mas Music 90.9 donated their street team to put up BorderFest flyers, posters and included BorderFest in 5 weekly radio broadcasts from local clubs and restaurants, they participated in the Mas Music Lounge where they brought in a live DJ and broadcasted live every night of BorderFest, Mas Music also send out event invitations using their station text messaging data base and their social media websites. All sponsors also support the festival by participating in the BorderFest Sponsor Summit. Objective Create newsworthy interest, prior to, during, and post BorderFest. Maintaining good media partnerships allowed us to attain the most effective media campaign in the history of BorderFest. Expand the reach and strategic connections with the integrated promotional media relations In‐ crease the geographical scope of our main objective. Press kit is provided for easy to access information and easy to cover story ideas un‐paid editorial coverage of BorderFest, its entertainers and sponsors. Overall Effectiveness Received wide‐spread coverage of our festival from television, radio and print media as a result. Target Audience This distinctly unique position sets the stage for BorderFest, which celebrates the diverse cultures of the Rio Grande Valley through education and awareness. The event’s success would not be possible without this contribution from its volunteers, supporters and media sponsors who provide measurable added value to BorderFest’s media relations campaign. Our market has more than 2.7 people (1 million in the Rio Grande Valley of Texas and 1.7 million in the border towns of North‐ ern Mexico) in The Rio Grande Valley 89% are Hispanic with a transient population of approximately 127,000 winter visitors known as Winter Texans. Hidalgo, which is just north of the Rio Grande River, is the point of en‐ try for visitors coming from Mexico to the United States. More than 52,000 people cross the Hidalgo/Reynosa International Bridge each day from cities including Rey‐ nosa, Matamoros, Nuevo Laredo and Monterrey Mexico. Types of Mediums Used BorderFest appeals to people of every age, gender and lifestyle. Media buys reach across all mediums in both English and Spanish. BorderFest has relationships with most local television and radio stations, newspapers, magazines and local entertainment websites (in both the United States and Mexico). This year media partners also incorporated an extensive online advertising campaign with the Internet versions of all three local newspa‐ pers, The McAllen Monitor, The Brownsville Herald and the Valley Morning Star. Also included online presence with major radio and television stations including BMP Radio, Entravision Radio, Entravision TV, Billboard ads (3) two months prior to the festival. In Mexico BorderFest received exposure on the top rated networks Tele‐ visa and Multimedios TV. Mas Music 90.9 FM in Reynosa Mexico, leveraged its street team in support of Bor‐ derFest, distributed posters and flyers in Reynosa and the Rio Grande Valley and included BorderFest in 4 weekly live radio broadcast. Aside from the $12,000 promotional schedule given on the air they co‐sponsored the Black Iguana/Mas Music Margarita, Beer and Wine Tasting Lounge. Comprehensive dual language media campaign across all mediums, both traditional (radio, television, print) and alternative (multimedia and grassroots) Measurable Results Expanded marketing efforts yielded record‐breaking results. Of all targeted media 90% covered one of multiple aspects of BorderFest. Of the press releases sent to our targeted media, 100% of them were picked up by at least one media source, some stories being published ver‐ batim. The BorderFest website enjoyed a record breaking (insert number) hits. The Facebook social website obtained daily exposure before and during the event with thousands of hits on every post. Target Market Numerous target markets, selected each pertaining to a particular component of BorderFest. Target markets were selected according to music genres, interests, and the nature of the event. The BorderFest Association has to incorporate each target market identified to its festival agenda. Recognizing, understanding, and catering to target markets has been a key feature for BorderFest triumph. Every radio, television, and print media was actively involved in shaping and promoting the overall agenda. The extent of our target markets has allowed us to diversify to different media venues that target different seg‐ ments of the Rio Grande Valley population. Target every age, gender, and lifestyle associated with the culture that identifies the Rio Grande Valley. The location of Hidalgo, TX is a strategic spot for people from this region to experience the diversity of the two American and Mexican worlds. Alliances with Mexican television sta‐ tions, print media, and radio stations have been crucial to target this segment. The winter Texan population is an important target market. These visitors migrate from different parts of the United States and Canada to reside in the southern part of the country. During this time of the year 150, 000 winter Texan citizens reside in the Rio Grande Valley. The winter Texan segment is committed in volunteering their time for this successful event. The City of Hidalgo population is only 11,494, compared to the more than 89,000 individuals who at‐ tended BorderFest. BorderFest is committed to integrate every aspect of the Rio Grande Valley Life by focusing in the diversity of our different target markets. Recognizing the different cultures and lifestyles that can be blended in this grand event is critical to strategically planning for this event. Media Strategy The 2011 BorderFest media campaign had a lifespan of eight weeks. Numerous media strategies Media relations campaign focused on key media, developing partnership with me‐ dia, and establishing newsworthy material. Participation of almost every radio, television, and print media shaped and promoted the overall program and image of BorderFest. 1. Key Media The BorderFest media campaign focused on local media with an emphasis on regional and international media as well. Understanding different target market, key media was used to target the different lifestyles and cultures of the Rio Grande Valley. Worked with the different television, radio, and print media to reach the Hispanic Demographic, which is the largest in our region. One of our main media relations partner is the South Texas newspaper, The Monitor out‐ numbers in reach and circulation any other daily South Texas newspapers. BorderFest special edition insert published one day before the inauguration of the 35th Annual BorderFest celebration “Celebrating Hawaii, Proudly Presented by Kraft”. The 12 page BorderFest edition included featured events, the latest artist news and performance featured in the carnival, and the full schedule of events of the four day weekend of Border‐ Fest. The publication of this insert was produced at no cost to the BorderFest Association. Worked with Mexi‐ can newspaper, radio, and television stations also contributed to our goal of reaching our international audi‐ ences. BorderFest featured in the two most important regional Mexican television stations: XHAB and XERV. Daily newspapers, El Manana and La Prensa. The impressionable reach of the two television stations together with El Manana and La Prensa, had a fundamental impact in targeting our Mexican segment. 2. Developing Partnership with Media Ambassador Luncheon One of our main opening relation events. Media is invited The ambassadors for BorderFest are officially presented to all media Rio Grande Valley officials, city leaders, elected officials, and business leaders attend this event is support for BorderFest. Updating media list for current news of upcoming events Media Lists are updated every month. Working in a timely manner to

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