Objective:

Increase brand recognition and loyalty amongst consumers in the Southeast through sponsorship and experiential marketing at the Carolina Country Music Festival

Key Strategies:

• Research target demographic and lifestyle of consumers
• Develop a strategic marketing plan to engage with consumers
• Identify promotional opportunities at CCMF surrounding Bojangles products
• Grow social media presence by developing pre and post-event social campaigns

Methods:

• Partner with a Coastal Carolina University athletic department to host multiple Bojangles styled tailgate parties over the course of the football and basketball season to drive awareness of CCMF sponsorship
• Implement a social media marketing budget to promote CCMF entitlement sponsorship
• Create in-store promotions that align with CCMF entitlement sponsorship

Results: 

• Social media channels grew by 9%, as a direct result of social media campaigns surrounding the CCMF
• Negotiated a long term partnership with Coastal Carolina University to host tailgate parties as each home football and basketball game for continued experiential events
• Sales lift increased by 19% throughout the CCMF promotional campaign