Client: the simpson organization + vero beach Outlets
Title: bridging the affluent divide
Category: partnership development
Despite its I-95 location, a geo-fenced research study showed Vero Beach Outlets remained challenged in its ability to attract the Treasure Coast’s affluent, beachside population. Known as the “32963” region & separated from the center by two causeway bridges & a 12-mile car ride, a need clearly existed for “beachsiders” to be reintroduced to the center’s enhanced merchandising along with wealth of brand name stores.
Armed with inherent marketplace knowledge the exclusive community took enormous pride in its affluence – particularly energized by local charitable special event attendance – Strategy+Style & Vero Beach Outlets sought to establish a strategic partnership with a well-known organization possessing the “32963” location following.
The team approached the popular and upscale Vero Beach Wine + Film Festival as aligning with the organization would ultimately bring not only the added visibility & awareness among affluent beachside consumers it desired, but the built-in opportunity to draw them directly on-site with a first-of-its-kind, festival kick-off special event. Held just days ahead of the festival, Wine, Film + Fashion would become Vero Beach Outlets’ signature annual happening. What’s more, its newly-formed relationship with festival organizers would promise to continue to “bridge the affluent divide” for years to come.
Executed a geo-fenced research study uncovering a significant void in the affluent “32963” community shopping Vero Beach Outlets.
Identified the Vero Beach Wine + Film Festival as the preferred partner which promised to draw over 2,000 people to the center.
Presented a sponsorship proposal to ownership & the festival outlining both on- and off-site special events. Convinced ownership to approve a $15K up-spend & executed the previously unplanned, but needed, initiative in under three weeks.
Produced & hosted Wine, Film + Fashion. The on-site fashion, shopping & savings event not only served as the festival’s official kick-off but its sole location for over 2,000 attendees to pick up passes.
Held at beachside resort Costa D’Este, sponsored screening of fashion-inspired film Manolo Blahnik, The Boy Who Made Shoes for Lizards. The off-site event included visibility such as center signage & distribution of branded swag bags & coupon books.
Developed an executed a robust marketing support program to promote both special events. Elements included an event-branded VIP coupon book, eblasts distributed to Vero Beach Outlets’ shopper database, repeated social posts on the center’s Facebook, Twitter & Instagram pages, banner ads on the center’s website & 4pre- & post-event press releases distributed to regional & B2B media.
Serving as the festival’s kick-off, the event yielded a 29% traffic increase. Headcount at the runway show exceeded 250.
Served as the sole film pass pick-up location for over 2,000 attendees.
Banana Republic, francesca’s, J.Crew, LOFT & Swim Mart reported increased sales of featured fashions.
32963 Magazine, a must-read for “beachsiders,” attended & published a feature. Media coverage included 32963 Magazine, TCPalm, Vero Beach Magazine & Inside Track Almanac worth over $3K in ad dollars.
More than 100 in attendance at the off-site film screening. Each received swag bags, coupon books & raffle tickets.
Benefitted from promotional activity performed by the festival as part of its sponsorship. With a total advertising value estimated at $46K elements included:
Name recognition at 85 film screenings via onstage welcome address, promo reel shown before films & venue signage
Name inclusion in festival’s print ads, digital ads & eblasts
Center URL on festival website
Center print ad in official festival program
Distribution of coupon books in festival programs & all screening events
Kick-off event messaging in festival press releases & included in media interviews
Press interviews at each event for the center team
Secured Vero Beach Outlets as festival’s kick-off event venue for years to come with a formal agreement to serve as 2019’s Presenting Sponsor.