Promotion for the Derby Party will be carefully focused on young adults ages 22 through 38 using social media and the support of media outlets like Birmingham Mountain Radio that cater to this demographic. As you know, Millennials receive information in different ways and we will approach them on a personal level. This generation values being acknowledged as individuals, being presented with options, and feeling connected. They’re receptive to brand storytelling over straightforward ads. Millennials exhibit early adoption tendencies and develop a loyalty to brands they can trust. Millennials don’t care if content is branded - they care about whether it speaks to them.
The Derby Party will be entirely new to the Birmingham market. In fact, there are no outstanding examples of this uniquely Southern event other than in Denver - which became the model for the Derby Party. Our sponsors have an opportunity to be in front of a group of consumers who are buying their first home and all the things associated with home ownership, first new car, weddings and travel, and of course children and the beginning of new families in all their forms. You will have their attention. Just as importantly, our sponsors will be supporting a cause that's personal and important to them.