Morgan & Co.

Full Service Media Planning and Marketing Agency in New Orleans

Louisiana Book Festival
CHALLENGE

The fast-approaching festival needed a boost in awareness, accompanied by a steady stream of engagement to encourage visitation to the one-day event. Challenging success was a limited inventory of ads lacking an urgent call-to-action, along with a budget out-sized by the audience’s geographic distribution.

 

INSIGHT

Attendees of book festivals enjoy interacting with likeminded people who want to share their joy in reading. Simultaneously, hearing firsthand the story behind the story brings an enhanced level of meaning to the work and elevates the experience of what reading does to the human brain.

STRATEGY

Bring awareness to how the Book Festival adds a new dimension to literature. Showcase to the audience an ability to walk among peers and absorb the story behind the story. To those unfamiliar, and for those familiar and/or supporters, maintain a level of presence in audience’s daily lives to produce an interest in attending, as demonstrated through website visits and attendance.

RESULTS

Even in the face of a limited creative inventory and an out-sized budget for the desired geographic territory, the designed strategy generated performance superior to industry benchmarks, delivering efficiency and effectiveness. In a comparison to the previous year’s marketing campaign, KPIs for the Book Festival saw a significant increase in several critical areas.