Objective:
Promote Siempre Mujer within the growing Hispanic market in Charleston, SC, while providing advertisers with an opportunity to engage with this audience in an authentic and impactful way.

Strategy:
Created a B2C festival targeting 10,000 Hispanic consumers and designed to foster community engagement, celebrate Hispanic culture, and provide value to both attendees and sponsors.

Pre-Event:

• Community Integration: Built trust with local Hispanic leaders through pre-event meetings, participation in cultural events, and tailored messaging to resonate with the community

• Pre-Promotion: Leveraged owned media channels (print, digital), complemented by a targeted paid campaign utilizing local newspapers, digital ads, and grassroots efforts

• Sponsorship Strategy: Designed tiered sponsorship packages and secured major sponsors, including Ford, Garnier, Coca-Cola, Charleston CVB, Tanger Outlets, CNN, and Ella TV

Programming:

• Day Festival: Curated engaging and culturally relevant activities, including cooking shows, finance workshops, performances, meet-and-greets, healthcare resources, tennis, Zumba, and a dedicated kids' zone

• Evening Concert: Featured Gilberto Santa Rosa, Chino y Nacho and Los Tigres del Norte

• Created custom activations for sponsors including:

• Ford: Vehicle display and sweepstakes to win the car

• Coca-Cola kids' zone

• Garnier: Hair and makeup touchups

• Tanger Outlets: Fashion Show

Post-Event: 

• Developed sponsor recaps highlighting key success metrics and ROI

• Created post-event coverage in both print and digital formats to maintain reader engagement 

Results:

• Achieved our target attendance from across the region

• Generated 239M media impressions for sponsors

• Established Siempre Mujer as a trusted brand

• Overwhelmingly positive feedback from attendees and sponsors

• Sponsors reported high engagement rates and strong ROI