2017 Fountain Award Winner
SK Consulting was honored with The Business Marketing Association of Greater Kansas City's Fountain Award for their work on the Jazz in The Woods marketing campaign.
Also nominated for the People's Choice Award, SK Consulting received the Fountain Award for "Multi-Media Campaign Under $25,000."
SK Consulting was hired by Jazz in the Woods, Inc., a 501(c)(3) Nonprofit Organization to develop a Public Relations and Marketing campaign for the 2017 event. The final marketing budget approved by the Jazz in the Woods Board of Directors was less than $19,000.
When determining the target audience for Jazz in the Woods, we had to look at a variety of aspects. First, as a non-profit event, we needed to figure out how to raise awareness and pique interest. Second, since the name was changed last year and sponsors and patrons were upset, we had to find a way to go back to the original name and bring the disgruntled past participants back into the mix. Finally, since this was the first year with an admission cost, we had to appeal to past patrons and recruit new ones through strategic messaging.
The first step in the process was to change all SoJo SummerFest-branded marketing funnels back to Jazz in the Woods. We went back to the original logo, re-designed the website incorporating the Jazz in the Woods look, feel and messaging. We changed up the social media sites and did a big push once the new website was live.
We did a drip campaign on social media announcing the artists as they came on board. We sent out a Save the Date press release in early January and then a follow up press release once all artists were confirmed.
Our next goal was to secure media sponsorships. We scheduled meetings with the top two local news stations and sent out inquiries to all three major media groups. We developed exclusive sponsorship proposals for each of them along with the Kansas City Star. We were able to secure KMBC – TV 9, The Kansas City Star and Steel City Media (Mix 93.3 and KC 102.1). By securing 'exclusive' deals with these media partners, we were able to provide Jazz in the Woods significant no-charge added value from each media group. Through these partnerships, and additional no-charge promotional activities, Jazz in the Woods will receive more than 3.5 million advertising impressions.
Complete results from our efforts will not be known until after the event on June 9th and 10th. What SK Consulting has helped achieve so far:
Design and messaging of new Jazz in the Woods website
Average weekly page view growth of 10.1% since launch
Average weekly unique visitor growth of 9.9% since launch
New social media look, posts and ads
Average of 10 new followers each week
Average of 700 post reach each post
Solidification of exclusive media sponsors for the event
Solidification of corporate tent and low-level sponsors
Design of newspaper and website display ads and development of TV / radio ad scripts
Discovering and implementing no-cost promotional avenues
Coordinating schedules with performers, the media and benefactors of the event
After hearing a couple of pitches from large agencies, which promised to under-deliver based on our budget, SK Consulting presented exactly what we could receive with our meager budget. Never once have we felt like small potatoes. They told us in the interview that they fully immerse themselves into each project they take on and want to be seen as one of the team. They have certainly held up their end of the bargain. They built our website from scratch, integrated social media on the site and maximized story options and design along all channels. SK Consulting has been able to expand our reach well beyond our imagination. Through great exclusive partnerships, our event will have at least 3.5 million advertising impressions in the Kansas City market!
Our return on investment is through the roof!
2017 Jazz In The Woods Chairperson
We engaged SK Consulting to help us with marketing and promotion of the 28th annual Jazz in the Woods event organized by the Overland Park South Rotary Club. They hit the ground running and were excited to work with us. Not only did they take direction from us for implementation, but they also created content (video, extra web pages, advertisements, promotional pieces, etc.) to help us raise additional money for our charity beneficiaries and awareness for the community. They under promised and over delivered! Further, they connected us to their network for potential sponsorship opportunities some of whom are now a part of Jazz in the Woods. Therefore, they paid for themselves and more! Their turnaround time is excellent and they always responded by end of day on requests and their experience with media led us to great partnerships that should continue with Steel City Media and KMBC-TV. I'm excited for our event in June to further see how their contributions pay off!
2017 Jazz In The Woods Sponsorship Chairperson