Challenge
SWPR was selected to generate media exposure for the second annual Chicago Baby Faire. The goal was to increase event attendance from prospective parents and young families by 10 percent and gain visibility and awareness for the latest childcare products and services from 150 exhibitors.

Tactics
Throughout the three months leading up to the event, SWPR recommended and implemented several tactics to increase the newsworthiness of the event.

• Created and managed a pre-qualifying “Baby Derby” race at a local day care center to determine babies eligible to compete for the title of Chicago’s fastest crawler at the weekend expo.
• Implemented aggressive media relations program aimed at television, daily and weekly newspapers and monthly magazines. SWPR created and distributed calendar announcements, news releases, media alerts, photos of new products, interactive exhibits and entertainers featured at the expo.
• Pitched the Rosie O’Donnell Show to attend Chicago Baby Faire and feature the expo and select new products and services to a national audience.

Results

• Increased attendance 15 percent over the previous year, exceeded set goal.
• The Rosie O’Donnell Show flew in producers, crew and actress Christine Ebersole to report and film activities from the Chicago Baby Faire. The result was an amusing and informative five-minute on-air segment including an audience giveaway of a new product featured at the expo. The piece was re-purposed by client to help sell the show into six new markets.
• Generated news coverage on all Chicago television stations and 12 additional markets including: Los Angeles, San Diego, Philadelphia, Detroit, Milwaukee, Miami and Phoenix.
• Secured print coverage in 15 print publications including the Chicago Tribune, Chicago Sun-Times and the Daily Herald.
• SWPR was immediately hired to promote client’s flagship expo, Boston’s Biggest Baby Faire.

Challenge
Based on the success of promoting the Chicago Baby Faire, SWPR was chosen to manage the marketing campaign and public relations activities for the seventh annual Boston’s Biggest Baby Faire. The consumer expo featured 100,000 square feet of the latest infant and juvenile products and services from more than 200 exhibitors. SWPR was presented with the task to increase attendance of prospective parents, young families and grandparents by 15 percent from the previous year.

Tactics

• Created and managed a pre-qualifying “Baby Derby” race at the downtown YMCA to determine babies eligible to compete for the title of Boston’s fastest crawler at the weekend expo
• Negotiated Boston Globe partnership that included the cover story of the annual parenting supplement and the launch of a web page and contest on boston.com
• Executed marketing agreements with sponsors including: Babies ‘R’ Us, Gerber, Carnation, Brigham and Women’s Hospital, New England Ford, WCVB-TV, Kiss 108, Children’s Television Workshop, American Baby Group and March of Dimes
• Created and negotiated rates for newspaper, magazine, transit and billboard ads, radio and television spots. Developed and supervised distribution of direct mail pieces, posters, coupons and welcome bags
• Invited kids to meet and take photos with Walkaround Elmo and Arthur, the loveable aardvark
• Implemented aggressive media relations program aimed at television, daily and weekly newspapers and monthly magazines. SWPR created and distributed calendar announcements, news releases, media alerts, photos of new products, interactive exhibits and entertainers featured at the expo

Results

• Increased event attendance by 20 percent, exceeding set goal
• Secured unprecedented television news coverage with all five Boston television stations and 35 additional markets including: New York, Atlanta, Cleveland, Houston, Miami, Denver, Las Vegas, Los Angeles and San Francisco
• Garnered 68 print media placements including the Associated Press, Boston Globe, Boston Herald and Patriot-Ledger