Best Overall Sponsorship Program 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 Best Overall Sponsorship Program Overview Overall effectiveness BorderFest 2011 Celebrating Hawaii, Proudly Presented by Kraft celebrated 35 years. A priority for BorderFest and everyone who is involved with the planning, organization and execution of the festival is to work on developing partnerships with all of its sponsors and potential sponsors. A highly experienced and knowledgeable sponsor recruitment and management team works year round to maintain current sponsor relationships and to recruit new sponsors. Areas of expertise range from festival and event management, media relations, journalism, public relations community and public affairs coordination, and marketing management in both the public and private sectors. Through national, state and local publications, seminars, workshops and conferences we follow sponsor’s industry news and trends. BorderFest explores sponsor products and innovative ways to help them grow. BorderFest anticipates sponsors brand needs and finds new and creative ways to fulfill them. An annual BorderFest Sponsor Summit aims to discover sponsor needs and leverage sponsor assets. The summit has proven successful by securing increased sponsorship commitments, new partnerships and a better understanding of how to better integrate their brands into the festival. Participants in the sponsor summit also noted that new trends in the marketplace and heightened awareness for alternative marketing, including branded entertainment marketing. BorderFest offers marketing solutions, incorporating both traditional and alternative advertising. BorderFest is held in the city of Hidalgo, Texas on the southernmost tip of the state, along the Texas Mexico border. BorderFest offers a meaningful way to interact directly with the fastest growing segment of the U.S. population: Hispanics. All data is combined to create a customized sponsor solicitation package for each potential sponsor. BorderFest offers fully integraded marketing solutions that leverage existing partnerships and creates additional exposure through cross promotion. We actively seek ways to offer activation options for our sponsors including sampling and couponing opportunities, contests sweepstakes, media tie‐ins, incremental sales, public relations opportunities all with added promotional value with local media partners. At the end of the campaign an event headcount and direct or incremental sales are provided to the sponsor, length of time engaged, increased traffic to brand website, samples and coupon distribution and sponsorship model incorporated through activation. BorderFest provides data to support that brand objectives are met. BorderFest Association provides proactive service to our sponsors before the event by scheduling appointments and conference calls to discuss the sponsorship and brain storm ideas, share contacts, resources, business relationships, volunteers and cross promotion ideas to ensure that support is sufficient to make the most of their sponsorship. A team member is assigned to each sponsor to provide bottled water assistance with booth set up and running poster or flyers. During the Mayor’s Luncheon each sponsor is awarded with a plaque thanking them for their support. Following the festival, thank you notes and favors are hand delivered to sponsors, to show that our relationship and gratitude does not end as soon as the event is over. Within ninety days of the conclusion of the festival fulfillment reports and sponsorship summaries are presented to all sponsors. Reports include newspaper clippings; market studies, survey results, pictures, radio and television spots and newspaper affidavits and impressions, along with attendance results. The comprehensive multimedia report delivered to each sponsor is generated through sponsor pro software. Deliver hard facts about the sponsorship goals, attendance incremental sales and return on investment. Report is presented in user‐ friendly software that facilitates the data presentation process. The report allows sponsors to view at a glance the results in different categories. This provides the sponsor with the information they need to understand their sponsorship to a full extent. The entire presentation is paperless delivered on a BorderFest branded USB recognizing companies green efforts. Overall Effectiveness BorderFest Solicitation campaign in 2011 yielded 9 new or renewed corporate sponsors for BorderFest 2011 netting a total of $252,500 in cash and trade created a very effective cross promotion with H‐E‐B, Kraft and 8 different vendors at the newly created La Mujer Y Su Familia Pavilion. Sponsors include: Pepsi Co., H‐E‐B, America’s Shoes, Kidiatric Therapy Services, Hermes Music, Tree of Life Nursery, Black Iguana Frozen Margaritas, State Farm Arena, State Farm Insurance, City of Hidalgo, L&F Distributors, The Monitor, KGBT‐TV, Time Warner Cable, Telemundo 40, Xtrema 95.3, XHRYS 90.1, El Periodico USA, Mas Music 90.9,Multimedios TV, Multimedios Radio and, Televisa Matamoros, Entravision Communications, and the Valley Town Crier(Make sure I am not missing any sponsors here). Sponsor Activation From the moment BorderFest is over, the entire team continues to work on the upcoming year; there is no point during the entire year that our sponsors are not in contact with the team. BorderFest works with all sponsors from day one to coordinate participation, promotion, activation and return on investment. During the 4 day event an on‐site event management team that works with sponsors to ensure that all aspects of the contract are met and delivered or to fulfill any special requests or needs. Personal management team members assist the sponsor in providing ideas and help during activation and to continuously encourage that the activation is taking place. Every morning team members do a walk thru to ensure that all activation is taking place and that visitors are stopping at all sponsor booths and traffic is being directed to benefit the activation efforts. Sponsor Involvement and Outreach BorderFest is fortunate to have sponsors that view themselves as true partners. They dedicate their time and staff to ensure that their participation at the festival is successful therefore making BorderFest a huge success year after year. Supporting questions What did you do update/change this program from the year before? Create new partnerships between our sponsors to promote and leverage each other’s assets. New multi‐media promotion, Pepper and Cha Cha Rita Wedding, organized a series of Bridal showers where media partners united to promote the event, each of the bridal showers was to benefit a local non‐profit organization including United Way. The Wedding was held at BorderFest live on KGBT‐TV Channel 4, one of our primary media partners. Added a Telemundo sponsored Thursday night on the main stage. The television group provided 5 acts including “12 Corazones” a nationally high rated television dating show. The show held auditions at a local university a week before BorderFest with an attendance of 5,000 participants. In addition in 2011 a massive social media campaign was launched 3 weeks prior to BorderFest. During this campaign all of the sponsors were featured on the Facebook page with a small video clip of their booth and an interview highlighting their services. This provided massive additional exposure to all the sponsors and also for the first time gave them the opportunity to invite visitors to their booth on a more personal level. Social media websites including Facebook, Four Square and Twitter were utilized to send out information about the festival and our sponsors to more than 13,000 members. Were your changes successful? Provide measurable results Telemundo’s debut on the outside main stage was extremely successful. Their “12 Corazones” dating show was one of the most popular on our social websites with approximately 12,000 hits. The audition at one of the local universities one week prior to the event was promoted on Telemundo’s programming for 3 weeks increasing BorderFest exposure. 5,000 people were in attendance at the audition. Que Pasa 99.5, KGBT 98.5 and La Ley 102.5 provided all the entertainment for the outside main stage. Each radio station seeks and books talent; on air mentions and promotions take place 4 weeks prior to BorderFest promoting their night increasing exposure to the festival. The outside main stage gathered a record attendance of 20,000 people during one of the performances. H‐E‐Buddy and Friends Kids Club By partnering HEB with other sponsors we doubled the H‐E‐Buddy Kids Club tent size to 40x80 H‐E‐B offered recipes for parents, games for kids, and giveaways for all. The Hidalgo Library offered rock band contests for the whole family. The Hidalgo Police Department offered fingerprint ID’s The Hidalgo Fire Department offered a photo op for the family. Implemented a mobile gaming system including, Playstation, Nintendo, and Rock Band games. Attendance in this tent went up by 60% in 2010. Also new this year La Mujer, a woman dedicated tent which was made possible by engaging several partners with H‐E‐B and Kraft. The tent doubled its size from last year and included the Cocina Kraft with cooking demonstrations all day using all Kraft Products, Cheese Carving, America’s Shoes, Flexi Compras and H‐E‐B were also part of