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The Pecan Street Festival

The Pecan Street Festival Challenges

  • Increase exposure for the spring 2012 Pecan Street Festival and related sponsors through both public relations efforts and social media engagement
  • Special attention was requested to engage Austin’s Hispanic populations and emphasize the healthy and green aspects of the festival

Upbeat Marketing Solutions

  • Design and execution of traditional and online media PR campaigns that included the creation of five custom press releases and over 25 pitches to local reporters, bloggers and online magazines. The campaign also included a specific focus on Austin’s Hispanic media outlets with the goal of engaging the Latino and Spanish-speaking populations
  • For the traditional media buys and placements, Upbeat Marketing coordinated with Anheuser-Busch’s media team to maximize the festival advertising budget
  • Listed the festival in 18 local and state-wide online event calendars
  • Design and execution ofa social media strategy for Facebook, Twitter and The Pecan Sreet Festival blog. The campaign included original content generation, creation of Social Media Guide for sponsors and vendors, coordination with sponsor and vendor leads for cross promotion and blog posts
  • Campaign management for Facebook and Twitter, including 7-9 original Facebook posts per week and 10-12 original Tweets per week. Upbeat Marketing researched and followed over 70 sponsors, vendors, bands, partners and beneficiaries on both Facebook and Twitter in order to engage them in social conversation and drive attendance. During the social media campaign, Facebook underwent the transition to the new Facebook Timeline Format. Upbeat Marketing facilitated this change and optimized the Pecan Street Facebook page in the new format. Due to Upbeat’s content, timing and outreach through social media, Facebook Fans increased 32% and reached over 3000 fans. On Twitter, followers increased 51%
  • Upbeat Marketing also provided 20 hours of on-site social media execution and PR coordination at the Pecan Street Festival

Outcomes

During the three-month campaign for the spring festival, Upbeat Marketing negotiated 13 editorial articles with online blogs and publications, including The Austin Business Journal, 365 Things to Do in Austin and Culture Map Austin. Upbeat Marketing also negotiated a half page article write up in 15 Austin Area Community Newspapers through Peel Inc. as well as a one hour interview for festival promoter Michael Hernandez on Public Access Channel 10 with Peggy Vasquez. Upbeat Marketing was also able to secure featured calendar and editorial listings in Austin Monthly Magazine, Austin Fit Magazine and Austin Woman Magazine as well as listings on 18 local online calendars. Beyond our successful campaign metrics, Upbeat Marketing also provided the festival with a systematic approach to marketing for festival years to come.