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| Challenge: | Initiate attendance for WJJZ's annual summer "Smooth Jazz Fest." |
| Solution: | Create excitement through cohesive efforts focusing on the event's artists. |
| Implementation: | A coordinated strategy, including print advertising, on-air promotion, direct marketing, event T-shirt and collateral pieces. |
| Results: | Attendance increased by more than 30% over the prior year's event. |
