case studies    <back to main case studies page Garden State Wine Growers Association Goal: Enhance the image of New Jersey wines and wineries in their individual markets and increase attendance and sales at five Garden State Wine Growers wine festivals and two wine trails.   Background: The Garden State Wine Growers is an organization of 36 vineyards from Cape May to Montague on the New York State border who sell wine directly from their wineries and through a handful of distribution points limited by state law. Agency Activities: Advertising, public relations, direct marketing, web support and event planning for five major wine events, wine trails as well as individual public relations support for the 36 members wineries.  Agency developed/executed a strategic marketing communications plan to boost instate attendance and draw attendance from markets outside New Jersey including NY, PA, DE and MD. The program included: • A new uniform, upscale appearance for all association communications to enhance the image of local market wines and wineries. • Cost efficient media buying to maximize exposure in local markets where events are held. • Continuing promotions to develop an online database to generate interest and attendance. • Local market publicity for events and activities staged and held at each of the 36 wineries. Results:  Agency successfully increased event attendance and wine purchasing in a recessionary economy.  Results were achieved through carefully targeted advertising and public relations activities, website optimization and guerrilla marketing activities with very modest budgets. Agency has even successfully attracted a younger, sophisticated audience of first-time wine buyers to events and wineries and increased the organization's online database by 50%.