Outback Steakhouse has engaged a new initiative for 2009 to increase their focus on their multicultural local marketing to grow exposure and awareness for Outback to the African American market. The Local Marketing Manager, Mary Perez was looking for events and/or other ideas to support the initiative.

We decided to combine a Family Reunion sponsorship with an integrated marketing plan. We created an extension of the 107-3 JAMZ Family Reunion after the big event for 10 families of 7 to have their own private Family Reunion Luncheon hosted by Kelly Mac at Outback Steakhouse. The plan included on-site registration and Reunion sponsor signage.

The client and the 107-3 JAMZ Team worked together to implement each element of the plan.

• On-Site: Banners, signage at Reunion, and event registration display placed at the JAMZ area at Reunion.
• On-line: Web components included the Outback logo on the web page detailing Family Reunion; an online contest registration, and inclusion in the 107-3 JAMZ Newsletter plus Outback Banner ads that linked to Outback's website.
• On-air: On-air promotional campaign dedicated to the Outback Family Reunion Luncheon to encourage registration on-line.

Along with the on-air winners who qualified, over 500 people registered on the JAMZ website which is one of the largest online registrations for the year.