Houston Restaurant Weeks 2011 Raises a Record $800,000 to Support Houston Food Bank.
During the month of August, FKM client Houston Restaurant Weeks 2011 brought 142 Houston eateries together to help fight hunger with special prix fixe menu offerings with a portion of proceeds benefiting the Houston Food Bank. On September 19, Houston Restaurant Weeks announced a record-breaking donation of $800,000 to the Houston Food Bank.
Each year, FKM develops a multi-pronged communications strategy composed of: media relations, including pre- and post-event pitching to long lead and short lead print, online and broadcast media; creative branding services, including the development of logos, internet buttons and taglines; and the production of collateral materials, including posters and postcards. FKM has one goal in mind with this approach - to entice more Houstonians to eat at participating restaurants and, in turn, increase funds generated for the Houston Food Bank.
While the event started in 2003, FKM first came on board in 2009 to provide pro-bono support for the cause. With FKM's support, Houston Restaurant Weeks 2009 raised $240,000, tripling the $80,000 raised in 2008. Fundraising totals have continued to increase each year since FKM took on the project, especially impressive at a time when most charitable causes are struggling for funding.
Due in large part to the FKM team, this year's results are impressive:
- More than 161,000 diners served for lunch and dinner
- HoustonRestaurantWeeks.com received more than 3.8 million page views in seven weeks
- $6.8 million generated in revenue for participating restaurants, assuming a $10 per person beverage tab
- Event raised a record-breaking $800,000 for the Houston Food Bank, a 40% increase from funds raised in 2010
- Houston Restaurant Weeks 2011 has become the Houston Food Bank's largest annual fundraising event
Most importantly, the infusion of funds from Houston Restaurant Weeks 2011 comes at a crucial time for the Houston Food Bank, in light of the recession and rising costs of gas, utilities and housing, which have swelled the numbers of those in need.
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