InSiteMarketing

The following case study examines the benefits of event marketing as it relates to building brand awareness and client relationships.

Katz/Pierz is an employee benefits and insurance company that sells to small to midsize companies in the Delaware Valley marketplace. For over 25 years, clients have come to rely on the professionals at Katz/Pierz to provide expert advice in developing benefit programs that meet their unique needs. Katz/Pierz has 30 full time employees and is located in Cherry Hill, New Jersey.

Situation
Katz/Pierz is a small but growing company in a market and industry that is fast becoming saturated. The competition is using a variety of traditional marketing tactics to enhance their brands. Katz/Pierz was looking for an integrated solution that would act as a centerpiece for a relationship building and an awareness campaign. The program’

s core objectives are:

• To increase brand exposure in South Jersey and the Delaware Valley market.
• To improve the Katz/Pierz image in the marketplace.
• To enhance relationships with prospects and current clients.
• To engage Katz/Pierz employees and to build morale.

Solution
InSiteMarketing went through an intensive planning process with Katz/Pierz to set objectives and build a strategy centered on a proprietary grass roots event. The charity golf event Drive Out Hunger Golf Classic (DOHGC) was created. We positioned Katz/Pierz as the Presenting sponsor for maximum exposure and a parallel alignment with the regional and well known Delaware Valley charity Philabundance.  The strategy included building a 501c event that pays for itself with the proceeds going to the charity.

Results:

• Instant credibility in a top five U.S. Designated Market Area by aligning with well established charity.
• Clients who participated in the DOHGC recognized Katz/Pierz as a company who cares.
• The DOHGC elevated the image of Katz/Pierz to prospects and clients through marketing collateral, media partners, and personal invitations.
• Katz/Pierz realized an estimated 38 million impressions in the Delaware Valley market through DOHGC media partners and their subsidiaries.
• The DOHGC brand received an estimated 42 million impressions in the Delaware Valley market through its media partners and their subsidiaries.
• The charity received an estimated 42 million impressions in the Delaware Valley market through the DOHGC media partners.
• The DOHGC event increased 144% from 90 to 130 golfers in year two and was sold out two months ahead of schedule.
• The DOHGC dinner event attendance increased 162% from 105 –170 people at the dinner.
• The DOHGC auction revenue increased 335% from $6,700 to $20,000.
• Each Katz/Pierz employee had a specific role within the event and was instrumental to its success. The DOHGC is an event where all employees, to include family members, have come together and enjoy the special day and be proud of their work and what they accomplished for a great cause.
• Katz/Pierz is able to market and build relationships through the DOHGC while donating $35,000 to a worthy cause.
• The DOHGC is going into its fourth year.