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Crisis Communications - Public Relations - Strategic Marketing
Houston Livestock Show & Rodeo Case Study
BACKGROUND: Mrs Baird’s Bread is an iconic baking company in Texas. Founded in 1908 by Ninnie Baird, Mrs Baird’s bakes the finest breads and pastries found in most every grocery store in the state. The Mrs Baird’s and MCG’s partnership goes back to the early 1990s.
OBJECTIVE/TASK: Since 2010, Mrs Baird’s has been a proud sponsor of the Houston Livestock Show & Rodeo, one of the largest public events in Texas attracting more than 2.6 million visitors every year. Every year, MCG is given the task to grow this sponsorship without expanding the budget.
OUR WORK/SOLUTIONS: In order to maximize the sponsorship without additional expenditures, MCG brokered a partnership with KHOU-TV, the Houston CBS affiliate. MCG also created a VIP rodeo experience sweepstakes. By sharing our sponsorship with KHOU, the brand received :15 commercial spots promoting the sweepstakes as well as several segments on the popular Great Day Houston with host Deborah Duncan. MCG also procured the involvement of The New 93Q, Houston’s top-rated country radio station, to provide a meet and greet with country music star Brad Paisley to our grand prize sweepstakes winner. Finally, MCG designed and executed the Mrs Baird’s activation booth at the rodeo where our team interacted with thousands of brand customers with fun games, prizes and coveted rodeo tickets!
RESULTS: By sharing our sponsorship with KHOU and partnering with The New 93Q, Mrs Baird’s more than doubled the sweepstakes entries in 2017 over the previous year to more than 25,000—and that’s just the Houston area alone. In addition, social media likes for the brand continue to soar. The brand also received $100,000+ in media ad revenue. All of these partnerships and results cost the company ZERO extra dollars and gave the brand a tremendous ROI on their sponsorship investment!
MCG Helps Client Maximize Sponsorship
Marketing and brand initiatives are never “cookie cutter” projects. At MCG, we do whatever it takes to make your brand initiatives a success. Drive a delivery truck 9,000 miles delivering fresh food to 25 food banks and five states as part of a client community donation program—check. Plan and execute a nationwide car giveaway sweepstakes generating media and social media attention--yep, we’ve done that. Create and manage a client community philanthropy program by securing strategic corporate partners to share the cost—we’ve been doing this program for eight years and continue to expand in to more markets. We use our creativity and years of experience to maximize your entire budget, giving clients huge returns.