Bubblyfest

Bubblyfest
public relations plan
june 2, 2015
presented to create promotions
& holly holiday
Created by: Paige Cross, Audrey Willis, Madison
Mancebo & Emily detweiler for jour 342
Table of Contents
Executive Summary | 1
Situation Analysis | 2 - 8
sparkling wine consumption | 2 - 3
Sparkling Wine Drinkers | 4
The Millennial Impact | 4 - 6
Bubblyfest Analysis | 6
Building Brand Identity | 6 - 7
SWOT Analysis | 7 - 8
Goals and Objectives | 8 - 9
Target Publics | 9 - 11
Key Messages | 11 - 12
strategic approach | 12 -19
website update | 12 - 14
snapchat geofilter | 14 -16
post-event survey | 16 - 17
press release | 18 - 19
media list | 19
budget | 20
Timeline | 20
Evaluatoin | 21
works cited | 22 - 23

Executive Summary
Bubblyfest is the only sparkling wine festival in the United States. Not only that, it’s a
unique one-on-one experience for attendees that goes “beyond the bottle.” Upscale,
glamorous and educational with a touch of humor; Bubblyfest is setting the pace for
the sparkling wine community in the United States.
As a team, we have created this plan to help solidify Bubblyfest’s position in the market,
bring awareness to the event and strengthen the Bubblyfest brand.
“A brand is the promise you make to the publics. It’s the image that comes to
mind, it’s the feeling that people get when they think about an event or an
organization.”
- Whitney szentesi, Journalism 342 Professor
Bubblyfest promises it’s publics a unique, unforgettable and fully immersive experience
with sparkling wine. The perfect balance between upscale and fun, Bubblyfest is
the ideal event for both sparkling wine lovers and industry professionals alike. With a
deep appreciation for both the sparkling wines and the people who drink them, Bubblyfest
promises that it is the best of the best.
With this brand promise in mind and some hefty research under our belt, we have
suggested multiple options for Create Promotions to help achieve the overall goal
of increased brand awareness. Ranging from a Snapchat Geofilter that caters to
both Bubblyfest’s target attendees and the brand promise of a fun atmosphere to a
post-event survey to measure success of efforts and leverage future events.
Across all suggestions, we have ensured that the Bubblyfest promise was kept at
the forefront of our efforts and was the backbone behind all of our research, our
ideas and our overall plan.
cheers!
xoxo, Paige, Audrey, Madison & Emily
1

Situation Analysis
As of now, we know that Bubblyfest is the only sparkling wine festival in the United
States. We plan to establish brand awareness to solidify the market position.
Sparkling Wine Consumption:
According to The Wine Institute, California is the top state in sparkling wine and
champagne consumption. Since the event is held in Pismo Beach, California this
validates that Bubblyfest is in the prime location when it comes to potential for influencing
publics.
The top 10 states for consumption of sparkling wine are as follows:
An additional survey conducted in 2014 by The Beverage Information Group
showed the top metro markets for sparkling wine and champagne:
2

Situation Analysis
According to this study, California alone is home to four cities high in sparkling
wine consumption. Holly Holliday, our client, had originally stated that she is targeting
women in California from San Fransisco, Los Angeles and San Diego. This
graph validates her efforts because those groups are consuming chart-topping
amounts of sparkling wine, making them a target audience for brand awareness
efforts.
When it comes to sparkling wine consumers in California and in those specific cities,
a study from the Institute of Alcohol Studies shows that women, on average, are
consuming more alcohol than men. According to the study, 42 percent of women
ages 16-24 are consuming wine during the week. Additionally, 65 percent of women
ages 24-44 are consuming wine during the week.
3

Situation Analysis
Sparkling Wine Drinkers:
When it comes to sparkling wine drinkers in general, a survey conducted by Sample’s
Wine Enthusiast Panel showed that 50 percent of sparkling wine drinkers were
college educated, 31.4 percent make over $56,000 per year in income and 71 percent
are between the ages of 25 to 34.
At this point in our research we have narrowed down one primary publics to women
in San Francisco, Los Angeles and San Diego, ranging from ages 25 to 34 who
have attended college and make over $56,000 per year in income.
The Millennial Impact:
However, many studies show that when it comes to sparkling wine consumption,
Millennials are pulling a lot of weight. According to Wine Market Council’s 2014
Consumer Consumption Habits report, millennial sparkling wine consumption is
much higher than consumption in other generations.
“In terms of other types of wine, beer and spirits consumed at least monthly by high
frequency wine drinkers, 62 percent of Millennials consume sparkling or champagne
each month, whereas only 33% of Generation X, 21% of Baby Boomers, and
13% of those over 69 consume sparkling or champagne each month,” the report
said.
An additional article from Reuters cited the 2014 Silicon Valley Bank (SVB) annual
business report for the wine industry. In that report, it was found that “the Millennial
generation is consuming more foreign wine.” This report also showed that the sparkling
Italian wine Prosecco, commonly served at Bubblyfest, is the favorite amongst
the group.
When it comes to food, wine and beer festivals, Millennials are also representing a
high population. In 2013-2014 the Eventbrite platform saw a 47 percent rise in food
and drink events, many of them catering specifically to a millennial audience.
“Making up more than a quarter of the U.S. population, millennials are satiating
their craving for new and exciting experiences by spending more time and money
on events than ever before. Food and beverage events in particular give millennials
the perfect opportunity to combine their love of live experiences with their passion
for unique, quality food and drink,” the Eventbrite report said.
4

Situation Analysis
Eventbrite conducted an additional survey of millennials that showed the following:
The Eventbrite survey also showed that millennials hold a lot of sharing power and
are very likely to talk about an event with peers.
“Whether it’s on social media or face-to-face with peers, they can become your
biggest brand evangelists after having a positive experience at your event. In fact,
99% of millennials will recommend a product they liked at a festival to family and
friends,” Eventbrite said.
According to “7 Ways Marketers Can Attract & Appeal to Millennials” by Drew
Beechler of exacttarget.com, highlight a philanthropic contribution made by an
event is key when marketing to this generation. In a 2013 study conducted by The
Millennial Impact, 80 percent of surveyed millennials reported giving a financial
contribution to a non-profit in 2012.
“This appeals to consumers of any generation, but Millennials especially feel a connection
to philanthropy and giving back,” Beechler said.
According to Whitney Szentesi, public relations professional, there is a lot of ambiguity
when it comes to the term “millennial” and when using the term in reference to
a public relations plan, a definition is necessary.
An article from the Atlantic by Phillip Bump about the millennial generation cited
generational research conducted by Neil Howe and William Strauss.
5

Situation Analysis
Howe and WIlliam define the group as “those born
in 1982 and approximately the 20 years thereafter.”
Bump reports that in 2012, Howe and William adjusted
the end point to the generation birth-year to 2004.
Bubblyfest Analysis:
Holly Holliday, Create Promotions creative director, sat
down with our team to address the current climate of
Bubblyfest. According to Holliday, Bubblyfest is the
only sparkling wine festival in the United States, but
they expect to be duplicated. Holliday said that this
year, Create Promotions wants to focus on their unique
position in the market and build brand identity before
other events pop up.
Holliday said that the 2015 Bubblyfest has been expanded
to include more events and experiences for attendees.
Holliday said that ticket sales are not a problem
-- brand identity is the main focus of all efforts.
Holliday said that attendees have been reacting very
positively to the past events, both the 2014 Bubblyfest
in Pismo Beach and the pop up events held between 2014 and 2015. She said that
they are receiving high website traffic, praise on social media and many repeat
ticket buyers.
Holliday referenced the LGBTQ community as a specific group that is currently “a
fan of the Bubblyfest brand.”
Building Brand Identity:
As a group, we interviewed professor and public relations professional Whitney
Szentesi about event branding best practices and how to build brand identity.
Szentesi stated that a brand is a promise made to the publics. Szentesi stressed
that the promise needs to be consistent throughout all content created by the organization.
“Making sure whatever they follow through with every single thing that they do:
every tool that they put out, making sure certain key messages are in there, to rein-
6

Situation Analysis
force the brand because a brand is not something that can easily be created,” she
said.
Szentesi cited that building relationships with current fans of the brand is a great
way to strengthen brand awareness.
“One way to really create a brand is to work with the people you are already reaching
out to and build brand ambassadors with those people,” Szentesi said. “And so
if you can somehow get those people who are already attending the event, maybe
they went last year, get those people to really believe in the brand. Those people
will stay loyal and spread messages.”
Szentesi referenced other strategies for building and strengthening brand awareness
including a post-event survey, a mid-year “postcard” or a thank you card to
be sent out after the event.
SWOT Analysis:
One of the biggest strengths of the Bubblyfest event is the fact that it is the first and
only sparkling wine event currently taking place in the United States. This is one of
the biggest selling points of the event and is the main focus in both our efforts and
the efforts of Create Promotions. The event’s unique position in the market allows
it to be perceived as an opportunity to experience something new and never seen
before.
Another strength of the Bubblyfest event is it’s popularity last year. It was a sold-out
event and Holliday plans to sell out again this year. As of now, some of the specific
events during Bubblyfest weekend have already sold out. There are only a limited
amount of tickets, therefore the tickets are in higher demand. The first time the
event took place, it was a sell-out, which establishes confidence that future events
will be successful. Since tickets are in high demand, this is an opportunity for Bubblyfest’s
name to be heard so that the event can build brand ambassadors and
repeat ticket buyers who will spread word about the brand. According to Szentesi,
this is key when trying to build brand awareness.
One of the weaknesses of Bubblyfest is its own strength. The fact that the event
was so popular its first year will only spark more events to pop up just like it. Competitors
will replicate this event because of it’s extreme popularity and the fact is
has sold out in the past and will most likely sell out for future events. Because this
is inevitable, it is essential we use the fact that it currently is the only sparkling wine
event to our advantage while we can.
7

Situation Analysis
Some of the opportunities for Bubblyfest is incorporating larger wineries. Having
larger wineries involved will increase awareness of the event. Wineries will want to
advertise the fact they are involved with the event, which will then lead to expanding
the name of the event overall.
Another opportunity would be an expansion of pop up events which have already
proven to be very successful in building the Bubblyfest brand. Expanding these
pop up events will benefit Bubblyfest because it will increase awareness of the
event to our priority publics. Spreading these events outside of California is another
opportunity we see in the future. According to the survey conducted by the Beverage
Information Group, Chicago and New York are cities that could be considered
as well because they are top consumers of sparkling wine. Targeting cities not only
in California will expand awareness of the event across the nation and in other areas
where sparkling wine consumption is high. Spreading Bubblyfest internationally
is another opportunity for the event to really gain popularity. Including wineries from
different countries and advertising the event outside of the United States will allow
the Bubblyfest brand to be brought to the attention of those involved in international
sparkling wine communities.
According to Holliday, another opportunity for Bubblyfest is to expand within the
lesbian, gay, bisexual and queer community as they are already huge fans of the
brand.
The biggest threat to Bubblyfest is replication of the event by competitors. Because
Bubblyfest has gained success and attention, future competition is inevitable. Holliday
said that it is necessary for Bubblyfest to take advantage of the unique position
in the market while it can.
Goals and Objectives
Goal 1: Increase international attention.
Objective 1: See an increase of five articles, re-tweets, features, etc. from international
publications and influencers.
Target Publics: According to Social Vignerons, eleven of the top twenty
wine influencers on social media are located outside of the United States.
See media list for names and contact information.
Key messages: “This is America’s sparkling wine festival.” “There are only
a few sparkling wine festivals in the world, and this is one of them.” “America
has a booming market for sparkling wine. Watch it come to life at Bubblyfest.”
8

Goals and Objectives
Strategic approach: Send press releases to the international influencers
listed on the media list.
Goal 2: Increase coverage by substantial United States Publications.
Objective 2: See an increase of five articles, re-tweets, features, etc. from publications
and influencers with an audience of over five thousand people.
Target Publics: Food, wine and entertainment publications and influ
encers. Most of these will be web-based. A majority of these publications will
be located in the areas that correspond to the cities listed on The Beverage
Information Group’s graphic of top cities for consumption of sparkling wine.
Additionally, Snapchat is going to be a target audience because, as
you will see in our strategic approach, part of our plan is to have
Snapchat accept a Geofilter for the Bubblyfest event.
Key messages: “This is America’s sparkling wine festival.” “There are only
a few sparkling wine festivals in the world, and this is one of them.” “America
has a booming market for sparkling wine. Watch it come to life at Bubblyfest.”
Strategic approach: Send press releases to the influencers and pubications
listed on the media list. Send attached appeal and geofilter to Snapchat.
Target Publics
Primary public: Based on research from The Beverage Information Group, Eventbrite and
the Wine Enthusiast panel, we have narrowed our primary public down to women 21 to 40 from
San Francisco, Los Angeles and San Diego.
What we want them to do: We want this public to attend Bubblyfest. The
Eventbrite study listed in our situation analysis named the lower end of the age spectrum
for this group as having huge branding power because they are very likely to spread the
word of the event on social media and amongst their friends. Based on Eventbrite’s finding,
we want this public to spread the word about Bubblyfest before they attend, while
they’re at the event and after they leave.
What will it take to get them to do it?: Based on the Eventbrite study that
found that millennials, the women at the lower end of this age spectrum, are attending
food and drink events and sharing the experiences with their friends, we feel that get
ting the attention of this audience through influencers and relevant media publications
will prompt this public to do what we want to do. In terms of sharing, research from the
Pew Research Center, “The Demographics of Instagram and Snapchat Users,” said that
Snapchat is popular amongst cellphone owners ages 18 to 29. We feel that a Snapchat
geofilter will be an attractive incentive for the women in this public, ages 21 to 29, to
share their experiences and document their time at Bubblyfest through Snapchat.
Challenges and opportunities: With this public, a challenge will be the fact that
Bubblyfest is located in an isolated area and will require a large expense of travel. Addi-
9

Target Publics
tionally, our success with this public relies heavily on getting the publics attention
through social media and publications. Therefore, a challenge will be getting this
public to actually receive the messages we are trying to send them. This public
does hold a lot of opportunities for Bubblyfest’s branding efforts. Holly Holliday, our
client, said that this is generally the group they have been targeting and they’ve
seen a lot of repeat ticket purchasers. As Whitney Szentesi said, it’s important to
build brand ambassadors. Although this public isn’t filled with social media trendsetters
or owners of media conglomerates, they have a lot of potential to become
repeat purchasers of Bubblyfest tickets and huge fans of the brand.
Secondary public: Publications and influencers.
Through research from websites such as Topsy, qSample and Pew Research
Center we have found important data regarding demographics of our publics and
what the best ways to reach them are. The Pew Internet Project had a large section
on social media, where
they found that 74% of
online adults use social
media networks and 52%
use multiple, as of January
2014. After this finding we
used Topsy to search key
terms such as “#bubbly” to
see where the most traffic
about sparkling wine, food,
and festivals is on Twitter.
Because the percentages
of adult social media users
is so high, it is important
that we use social media
as a major platform for our
publicity.
Based on our publics and
who we are trying to get attention
from, we have found
that it would be beneficial to get recognition from certain Instagram and Twitter accounts
that will spread the word of Bubblyfest, and give people a peek into America’s
only sparkling wine festival. Targeting food and wine influencers is just as important
as reaching out to our primary public because these people are trusted by
others in the food and wine community. By having these influencers talk about their
extraordinary experience at Bubblyfest we are gaining more attention, even inter-
10

national attention,
from people who
now trust that they
too will have an
extraordinary time.
This in turn creates
a sort of rotating
attention-cycle in
the social media
world which also
spreads to verbal
attention and thus
creating a name
for Bubblyfest, a
brand.
Target Publics
The website Social
Vignerons provides
a great example of
how this cycle is
beneficial, in their
post “Top 20 Wine
Influencers: Who To Follow On Social Media.” One might assume that having the
wine influencer with the most followers talk about Bubblyfest is the best way to get
our desired outcome. This is not exactly true, we are searching for wine influencers
who have the highest Klout score. The Klout score, in simple terms, measures how
much activity is occurring with content that is being shared, liked, and commented
on. Social Vignerons’ top 20 list of wine influencers has the potential to help build
a name for Bubblyfest, gaining international recognition.
Key Messages
California is the place to be when it comes to bubbly!
This message will be especially communicated to our international publics to whom
we send press releases. We want to sell the idea that Pismo Beach is the best location
for Bubblyfest because it’s in the heart of California. Selling this point could
outweigh the challenge of our primary public not wanting to travel far distances for
the event. Based on research from The Beverage Information Group, we can confirm
that California is the place to be!
11

Key Messages
Bubblyfest is one of a kind!
This message will be especially communicated to our secondary publics, our influencers
and relevant publications, because Bubblyfest’s uniqueness is a major
selling point. Marketing and packaging Bubblyfest as the original sparkling wine
festival in the United States will help to build the brand identity down the line. Although
Bubblyfest cannot promise the publics forever that Bubblyfest is the only
sparkling wine festival because competition is inevitable, we can communicate the
message that Bubblyfest is the original festival and the best experience you are
going to have when it comes to celebrating sparkling wine.
Bubblyfest goes beyond the bottle.
This message encapsulates the brand promise behind Bubblyfest. One of the
promises that Bubblyfest must make to it’s publics is that the Bubblyfest brand is
more than just a champagne or sparkling wine event, it’s a celebration of all things
sparkling wine. Bubblyfest as an event makes due on this promise with educational
experiences, cocktail parties and more. Communicating this message outside
of the event in all promotional materials, press materials and social media is key.
Additionally, based on Drew Beechler’s findings in “7 Ways Marketers Can Attract
& Appeal to Millennials” that said millennials feel a deeper attachment to an event
when some sort of philanthropic contribution is being made, it is important to stress
that Bubblyfest is going “beyond the bottle” in the community as well. Highlighting
the philanthropic contribution to Big Brothers Big Sisters of SLO County.
Strategic Approach
Website update
In an article titled “The Importance of Having a Branded Website,” Kristen Bradley
of Little Pink Book talks about the importance of using a website to help grow
a brand. According to Bradley, an attractive and eye-catching website can do
more than just boost your online reputation, it can increase brand recognition while
spreading brand awareness. Bradley suggests using the same logo repeatedly
across the website and all social media accounts.
“Creating a branded site reaches your intended audience while also expanding
the possibilities of finding new followers and loyal customers,” Bradley said. “When
you put time and effort into properly branding your website, you may find visitors
will spend more time browsing due to its appealing look, or its accessibility to the
products and services offered”
12

Strategic Approach
In an article titled “How to Market an Event: 50 Event Marketing Tips,” Andy Crestodina
of Orbit Media Studios says that having a successful event website is crucial
to the success of the event. In order to make the site successful, Crestodina feels it
should contain the following:
1. Compelling description.
2. Content from the event.
3. Speaker pictures and bios.
4. Images and videos.
6. Prominent “register now” button.
While the Bubblyfest website is attractive as is, there is information that needs to be
updated. Whitney Szentesi, public relations professional and professor, said that
when it comes to event websites, they need to look appropriate for whatever the
promise is.
When rebranding the
Bubblyfest website, we
had to keep our publics
in mind. We needed to
do something that was
modern, yet appealed to
people ages 21-50. The
branding is the overall
most important aspect
of changing the website.
According to the
Little Pink Book, a career
website for women, branding helps attract your intended audience while also
expanding the possibilities of finding new followers and loyal customers. If people
are attracted to your website, and are having fun interacting with it, they will spend
more time browsing and may even share it with their friends on social media.
The design decisions were made to appeal to our target audience. According to
Orbit Media Studios, people love being able to interact with the content on a website.
Taking this to heart, we designed the website around slideshows, videos, and
blogs/message boards to encourage conversation and create hype around the
event.
The main theme is clean and simple, to go along with the Bubblyfest brand, as well
13

Strategic Approach
as the color scheme. We used colors from the original mermaid picture to maintain
the branding. Grey, pinks, and blue were used throughout. Another aspect we
included was the fact that Bubblyfest is a destination festival. Besides the alcohol,
the central coast is also a big selling point. To spread this message we used a lot
of pictures of the actual venue and Pismo Beach with the tagline “Stay and Play”.
We also created an entire page, “Relax”, on the website that highlights The Cliffs
and the different package deals that are available to purchase with the Bubblyfest
tickets.
Besides the Relax page, there is also an About page that highlights the history and
meaning behind Bubblyfest, as well as a Drink page to highlight the different wineries
that are participating, and a Play page that details all of the different events
included in the festival as well as any other Central Coast activities to attract the
audience as well.
I recommend starting a blog page for the website that can highlight the benefits
of drinking wine, any cool articles that are published surrounding champagne and
sparkling wine, and even guest blog posts by different wineries or wine specialists
that will be attending the event. This will raise the SEO for the website and bring in
more traffic as well.
Snapchat geofilter
A main goal within this campaign is utilize social media to appeal to our priority
publics. The top public to focus
on is women ages 21-40.
One outlet that appeals to this
public specifically is Snapchat.
Snapchat is a photo and video-sharing
app that automatically
deletes messages soon after
they are sent. According to a
study done by the Pew Research
Center,”The Demographics of
Instagram and Snapchat Users”,
some 9% of cell phone owners use the app. It is especially popular among cellphone
owners ages 18-29, 26% of whom use Snapchat. This research indicates
that this is the perfect medium to use to engage and excite our audience.
In order to utilize Snapchat, a service is offered called “Geofilters”. This allows
users to access special filters for their photos when they are in a certain location.
14

Strategic Approach
By creating a Bubblyfest Geofilter, it allows the attendees to have fun and create their own photo
booth to take pictures of them and their friends, the location, or any aspect of the event and
share it with their friends. In effect, by using a Geofilter, we are able to brand all of the pictures
they send to their friends to promote the event and raise brand awareness. The best part of this
tactic is its price: FREE.
When designing the Geofilter we took the overall brand to heard. Bubblyfest’s theme and brand
is very simple, using Sans Serif fonts, lots of bubbles, and a color palette of pinks, blues, and
neutrals.
Example Geofilter:
BUBBLYFEST GEOFILTER // AUDREY WILLIS
BUBBLYFEST MERMAID // BUBBLYFEST.COM
JEREMY BALL // BOTTLE BRANDING
To create a GeoFilter:
Go to www.snapchat.com
Scroll down and find the tab named GeoFilter
From here you are shown example of different Geofilters and are given a brief explanation of
what they are and why people use them. After reading this, click the “Let’s Do It!” button.
From here you are shown the exact measurements and guidelines for a Geofilter.
Places
Businesses are not currently eligible for Community Geofilters.
Draw your geofence thoughtfully, it should only cover the relevant area.
Keep it local. Do not cover an entire Country, State or Province.
Select a public place, neighborhood, landmark, venue or other location where people are likely
to gather and send Snaps.
Graphics
All graphics used must be 100% original.
Absolutely no logos or trademarks, including school crests and similar marks.
Be creative and make it visually compelling.
Don’t cover up too much of the screen.
Make sure it’s relevant to the location and something that people will want to use.
Submission Tips
Provide a good description, including any relevant dates.
Files should be 1080px wide.
Files should be under 300KB (for PNGs).
15

Strategic Approach
Once you click the “NEXT” button you are taken to the map where you are able
to draw out the exact location of where you want your Geofilter to be available.
*For Bubblyfest I would recommend only make the Geofilter available at the Grand
Tasting: The Cliffs, or even drawing out the circumference of where all of the events
will be.
Since this is an event, make sure you uncheck the this is not an event box and it
will allow you to put a specific time and day of when the filter is available.
Now that the easy part is over, you must write “why this location is meaningful to
you”. This is where you must give Snapchat a good reason to make your filter available.
ex. This part of the Central Coast hosts the nation’s only sparkling wine festival.
Bubblyfest is an annual festival that brings people together from all over the world
to learn about, converse, and enjoy sparkling wine. California is the top market for
sparkling wine and champagne, making this festival a true destination event. Not
only do the people come for the wine, but the beautiful surrounding area. People
bond over their love for sparkling wine and are able to learn from the top professionals
in the industry, in effect fostering their love for the creation and enjoyment
of sparkling wine.
Post-Event Survey
A major part of the Bubblyfest promise is ensuring the highest quality experience
for all attendees. We recommend a post-event survey to help ensure high quality
experiences down the line, brand interaction after the event and to contribute to the
building of band-ambassador relationships amongst all attendees, especially members
of the media.
Formatting the survey should mirror the brand promise: a balance of upscale and
fun, formal and casual. Therefore, questions should reflect this brand promise and
communicate the messages that need to be sent to publics.
Since attendees register for the event through Eventbrite, an email contact list
could easily be drafted. Using a survey platform like Survey Monkey to mirror a
more professional vibe is recommended. The survey should be sent out about a
week after the event. Similar to a post card, it should be a communication piece
that accomplishes the goals of communicating messages the publics while still getting
necessary questions answered.
16

Strategic Approach
example survey:
1. Overall how would you rate this event?
Excellent
Good
Fair
Poor
Terrible
2. Please rate the following aspects of the event:
Excellent Good Fair Poor Terrible
Scheduling and Timing:
Entertainment:
Food and Wine:
Parking and directions:
Invitations and guest list:
Choice of facility/venue:
Cost and pricing:
3. Based on your experience at this event, how likely are you to attend future events, such as Pop Ups?
Very likely
Somewhat likely
Not likely
4. What was your favorite part of the event?
5. What was less than extraordinary about your experience at Bubblyfest?
6. Any other suggestions or comments to help us improve future events?
17

Strategic Approach
press release
Sending a press release will help us accomplish our goals of gaining media attention
-- national and international -- to spread the Bubblyfest name. We would recommend
a news release to reflect the newsworthiness of the event. Since Bubblyfest
is the only event of it’s kind in the United States, it’s important that the event is
covered.
example press release:
FOR IMMEDIATE RELEASE
June 2, 2015
CONTACT INFO
Holly Holliday
Bubblyfest in Pismo Beach will take place this fall.
Bubblyfest By the Sea in Pismo Beach is an event dedicated to sparkling wine and
champagne.
PISMO BEACH, CALIFORNIA – Bubblyfest by the Sea, the only sparkling wine and
champagne event in America, will hold its second annual event in Pismo Beach October
2 to 4, 2015 where various activities and events regarding sparkling wine and
champagne will encompass the weekend.
The weekend will be filled with various activities including seminars, wine tasting
and trips visiting different wineries around the area.
Bubblyfest will begin on Thursday evening with a sparkling wine dinner. On Friday,
an excursion seminar will take place at Laetitia Vineyard and Winery then a seminar
series will take place, followed by a Gatsby-themed party. Saturday will be the
grand wine tasting experience where over 6o wineries will showcase their sparkling
wines.
Tickets for the event range from $75 to $125, depending on which specific activities
you wish to attend. There are options to attend the whole entire weekend of
events, or specific ones held only on certain days. VIP tickets are offered as well,
where special private tours will be offered, as well as wine tasting not offered at the
Grand Wine Tasting event that will be held on Saturday.
The wineries on the line up for Bubblyfest so far are: Hagafen, Weibel Family Vineyards
& Winery, Rack & Riddle Winery, Clavo, Wilson Daniels, Clautiere Vineyard,
18

Strategic Approach
Halcyon Wine, Derby Wine Estates’, Brewer – Clifton, Laetitia Vineyard & Winery,
and Palmina.
Bubblyfest is a one of a kind event. It is the only sparkling wine and champagne
event in America and it plans on expanding to more locations within the country
and even expanding internationally. Tickets sold out last year and it is expected to
have the same popularity again this year.
Bubblyfest also donates a portion of the proceeds to the Brother’s Big Sisters of
SLO County.
“Bubbyfest by the Sea is an upscale, educational, dedicated Sparkling Wine &
Champagne event, with a touch of humor thrown in. You’ll party like Gatsby, from
seaside Cocktail parties, to a festival on the cliffs of the Pacific Ocean, and end
your weekend with a fabulous brunch filled with live music, sweeping views of the
Pacific Ocean and all the bubbly you can drink!” Holly Holliday, creator of Bubblyfest,
said.
For more information about Bubblyfest, visit www.bubblyfest.com.
social vignerons list of top 20 wine influencers:
Media List
websites:
www.thrillist.com
www.sunset.com
www.gridskipper.com
www.sandiegomagazine.com
wine-blog.bacchusandbeery.com
www.sfbaytimes.com
www.flavorpill.com
twitter accounts:
Glass of bubbly | @glassofbubbly
food & wine magazine | @foodandwine
Waitrose wine | @Waitrose
Decanter | @Decanter
Eater | @Eater
Saveur | @saveurmag
food 52 | @food52
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Budget
We were not given a specific budget for our public relations efforts. Holly Holliday,
our client, said that she does most of her public relations in-house and only outsources
for digital marketing.
Regardless of budget, our suggestions will not cost our client anything. The only
expense for the client would be time.
Timeline
June 7th, 2015
Update website information.
June 8th, 2015
Send out press release to the appropriate media publics announcing Bubblyfest.
June 10th, 2015
Submit geofilter to SnapChat for approval.
September 1st, 2015
Send out press releases to appropriate media publics announcing geofilter and
complete list of wineries who will be present.
October 3rd,, 2015
During the event, have proper media coverage to use for next year’s Bubblyfest.
October 5th, 2015
Immediately after the event send out a survey to all attendees.
October 5th, 2015
Send out “Thank you’s” to all attendees, and notify them that they will be given
exclusive information on pop-up’s for next year’s Bubblyfest in addition to having
priority ticket purchases.
October 9th, 2015
Review analytics of Bubblyfest attendees from survey to see if we have accomplished
the goal of increasing international attendance.
November 1st,, 2015
Review all responses from our Eventbrite survey and discuss the information in order
to plan for next year’s event.
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Evaluation
In order to evaluate whether or not these goals have been accomplished, we suggest
that Create Promotions track location of ticket buyers through Eventbrite to
see if there is an increase in international attendance, track media attention from
the publications the press release was sent to and track media attention from other
publications that weren’t originally targeted.
The post-event survey will also serve as an opportunity for Create Promotions to
evaluate their efforts and see what changes need to be made in the coming years.
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