PR CASE STUDY:
MEMPHIS IN MAY
INTERNATIONAL FESTIVAL 2015

• Over $2,153,753 in advertising equivalency was garnered for Memphis in May in earned media appearances with 1.4 billion impressions.
• Nationally distributed news releases carried by 937 online news outlets with a potential audience of 782,426,200.

MIM International Festival 2015 was no ordinary year for Memphis in May. Morris Marketing Group provided and implemented public relations and communications strategy for the following:

Sunset Symphony Ends announcement strategy that included working with Memphis Symphony Orchestra in a highly sensitive situation.

• Morris Marketing Group ensured media coverage stayed positive and Memphis in May International Festival reputation remained positive.

Random Shooting in Tom Lee Park just two weeks before Memphis in May festivities began

• Morris Marketing Group managed media inquiries to ensure this news was not directed to public safety at Memphis in May

Tennessee Guns in Parks Bill allowing guns in public parks passed law a few days before Memphis in May

• Morris Marketing Group managed media inquiries to ensure minimal media exposure to this hot button topic.

Memphis in May Beale Street Music Festival Poster Unveiling

• Morris Marketing Group ensured this announcement was well attended and reported on by local media outlets

Memphis in May Beale Street Music Festival Announcement

• Morris Marketing Group managed local media to ensure optimal exposure for this specifically timed message as well as national and international exposure for Memphis in May Beale Street Music Festival was attained

Memphis in May World Championship Barbecue Cooking Contest (WCBCC) Announcement

• Morris Marketing Group managed local media to ensure optimal exposure for this specifically timed message as well as national and international exposure for Memphis in May WCBCC was attained.

Memphis in May WCBCC first ever Big Hog Run

• Morris Marketing Group garnered great media exposure for this first-time event.

Memphis in May International Festival

• Morris Marketing Group garnered great media coverage for visiting chefs from the honored country of Poland.

Memphis in May Beale Street Music Festival, World Championship Barbecue Cooking Contest, International Gala, and Sunset Symphony Events Media Relations

• Morris Marketing Group was on-site for every Memphis in May International Festival Event doing on-camera interviews, consistent media updates on event happenings, fielding media requests, and managing over 75 local, regional, national, and international print, broadcast, and online media representatives and field reporting needs.

This report contains a high-level overview and detailed media report of efforts, activities, publicity value, and audience for media attained from February – June 15, 2015. Also included are the PR Web national wire distribution reports for the Beale Street Music Festival Lineup announcement press release, BBQ Results press release, and BBQ announcement press release.

• Over $2,153,753 in advertising equivalency was garnered for Memphis in May in earned media appearances with 1.4 billion impressions.
• Nationally distributed news releases carried by 937 online news outlets with a potential audience of 782,426,200.
• MIM enjoyed media coverage from February to June from every local media outlet as well as many regional, national, and international media outlets.

― Samples of National and International outlets included:

• Cameral Music Lucir
• Bien.com
• http://wiadomosci.onet.pl/
• Poznan.pl
• The Globe and Mail
• Food Republic
• Garden & Gun
• NY Daily News
• The Boston Globe
• The Miami Herald San Antonio Express
• San Francisco Chronicle

MIM Media center serviced nearly 75 journalists and photographers during Memphis in May Events.

The following negative perception news angles were handled tactfully and strategically ensuring a positive perception of Memphis in May International Festival was portrayed.

• Sunset Symphony Grand Finale Announcement
• Guns in Parks Law Change
• Shooting in Tom Lee Park in April
• Security and backpacks allowed in parks