Author archive for Jessica Heasley
The Seven Secrets of Municipal Sponsorships
In 2003 Snapple’s groundbreaking $106 million deal with New York City guaranteed the beverage brand exclusive access to the Big Apple’s 1 200 schools. The partnership made headlines and drew national attention.
BlueCross BlueShield Transforms Test-Run Into Success
As BlueCross BlueShield of Florida’s 2007 event marketing calendar heats up the company is scaling up its sports sponsorships launching a new mobile marketing tour and spreading out its presence at lifestyle and small-business events. With the flurry of new activity the company is now spending roughly 25 percent of its budget on event marketing—more...
Brands Leverage Fitness to Make the Mind-Body Connection
Now that obesity is one of America’s top-of-mind issues brands that make fitness a creative part of their event programs can win mindshare change perception and even help their targets shed a few pounds. Putting some muscle behind your commitment to healthy living isn’t always a walk in the park though.
Activating Year-Round at Vacation Destinations
Tourist destinations can be attractive marketing venues especially when they’re home to tournaments festivals and annual events that boost attendance. But executing events at resorts requires a hands-on year-round commitment even if the focus is making connections during high-traffic season. Keeping things as fresh and creative off-peak is as important as during the main events....