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Case Study

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.”

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Case Study

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  1. 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.

  2. 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 center-wide 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

  3. 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

  4. 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

  5. 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.

  6. Contact Information If you have any questions regarding this presentation, or to set up a consultation, please contact: Cindy Augustine cindy@kazoomarketing.com 913-710-7214

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