Overview:
The Bizerkeley Food Festival is a vibrant, carefully curated event showcasing premier vegan businesses from around the world, alongside local nonprofit organizations with shared values. Established in 2021, Northern California’s largest vegan food festival celebrated its fourth annual event on Sunday, September 1, 2024.
The Task:
Jenerate PR was entrusted with raising public awareness for the fourth annual event, focusing on boosting vendor registrations, volunteer sign-ups, and ticket sales.
To achieve this, Jenerate PR designed a targeted public relations and media campaign, leveraging their extensive national media connections and results-driven approach. Their efforts aimed to attract new attendees while engaging the festival’s loyal and growing fanbase. Additionally, Jenerate PR crafted a comprehensive communication strategy to generate buzz before, during, and after the event, ensuring widespread coverage across all platforms.
Objective:
Jenerate PR’s primary objective is to enhance media visibility and increase event attendance compared to the previous year, drawing in guests from local, regional, and national markets, as well as securing media coverage for post-event opportunities.
In 2023, the third annual event attracted 3,200 attendees and garnered 40 media placements, resulting in 67 million impressions. Despite the challenge of a one-month promotion window, Jenerate PR successfully elevated event awareness. For the 2024 fourth annual event, with a three-month preparation period, Jenerate PR had the advantage of extended time to prepare press materials and secure media opportunities.
For the 2024 event, Jenerate PR meticulously timed announcements throughout the three-month period. The agency crafted a strategic public relations plan that encompassed PR services, media relations, and event promotion, effectively covering all stages: pre-event, during the event, and post-event.
Strategy:
Jenerate PR crafted a dynamic public relations strategy that involved creating and distributing press materials for media consumption, advising the client on enhancing organic reach through grassroots efforts, and managing all media interactions both on-site and off-site.
The strategy featured a detailed Master Event PR Timeline and a comprehensive media list, encompassing local San Francisco outlets, regional Northern California media, business and trade vegan publications, and national food, beverage, entertainment, and travel channels.
To effectively convey the event’s various aspects, Jenerate PR prepared and circulated a range of press materials, including five press releases: for the event announcement, headliner, vendor details, media alert, and a post-event recap. Additionally, Jenerate PR developed talking points for the key spokesperson and founder to ensure seamless interview opportunities.
Results:
In conclusion of the 4th annual Bizerkeley Food Festival, Jenerate PR’s efforts resulted in:
80+ Vendors
5,000 Attendees
75 Media Placements
974 Million Impressions
Notable media outlets include:
(Pre-Event)
KGO-ABC, KPIX-CBS, KRON 4 CW, World of Vegan, VegOut Magazine, VegNews, Berkeleyside, The Mercury News, East Bay Times, SFGate, Local Getaways, It’s All About Food Podcast, PodBean, Progressive Radio Voices, Diablo Magazine, Responsible Eating and Living, Marin Independent Journal, Secret San Francisco, Substack, Eater San Francisco, San Francisco Magazine, The Oaklandside, Yahoo Life, MSN, Bay Area Telegraph, The Sacramento Observer, KQED, SFist, Do The Bay, Edible East Bay Magazine Newsletter, Patch, Table Hopper, FSHN Magazine, Latin Bay Area, Downtown Berkeley, 510 Families, AllEvents, Events.com, VegEvents, Fun Cheap SF
San Francisco Chronicle, KRON4 CW, KRMR-FM, MSN, VegOut Magazine, VegNews, FSHN Magazine, Diaspora Food Stories Podcast
