Red Bank Summer ’07
Sponsorship and Promotional Campaign
Spark attracted major sponsors such as K. Hovnanian Homes, Super Foodtown of Red Bank and Verizon Communications, as well as a host of additional sponsors and media partners to Red Bank Parks and Recreation’s popular summer series of concerts, theatre and movies. Sponsorship revenues generated by Spark raised the level of performers and allowed for expansion of the series without increased public funding.
Red Bank’s Riverside Gardens has been the site for free jazz, movies, Shakespeare and singer/songwriter evenings for several years, but information on the series had always been in short supply. Since Red Bank’s Parks and Recreation department had no budget for creating promotional materials and no one to handle public relations, there was no easy means for the public to keep track of these free events or learn about the performers and shows.
Spark Market Solutions created posters and postcards to promote awareness of the series throughout the area. Spark’s magazine-style program guide created the buzz about the series, providing lineups and background information about performers and productions, and promoting series sponsors through features and advertisements. Interaction with local media provided plenty of press coverage.
With no cash outlay by the municipality, Spark printed over 20,000 copies of the magazine that was mailed to all residents and distributed at events, by sponsors and other local businesses and through tourism offices.
