League of NH Craftsmen's Fair
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Public relations is a key component of Sullivan Creative’s integrated marketing program to promote the League’ s largest event, their Annual Craftmen’s Fair held every August. The League relies heavily on the press because they have very little budget for advertising.
The effort begins with the development and distribution of long-lead press releases to about 100 publications who are scheduling their editorial calendars. A press kit that includes information on the Fair schedule, new activities, the Fair history, sponsors, and lists of participating craftspeople by region is prepared and then distributed two months prior to the Fair. These kits are sent to publications, broadcast media and cable stations throughout New England. Each kit includes a tailored cover letter (each NH media outlet receives a letter with information on NH craftspeople in their region), a press badge, and a CD of the craftspeople’s work – everything necessary for a feature story.
Sullivan Creative also conducts follow-up phone calls and emails to key outlets to solicit opportunities for interviews for the League staff and the craftspeople. A follow-up press release goes out the week before the fair, with news of awards won by crafters. They send out a final press release the week after the fair.
This effort has resulted in extensive media coverage, helping to increase and/or maintain attendance at the Fair.
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