IMC and Blueberries and Burgaw, Oh My!

North Carolina is a diverse state with many commodities and much history to celebrate. The North Carolina Blueberry Festival is one of the numerous state revels that will hold its 8^th annual festival on June 18, 2011. It takes place in Historic Downtown Burgaw, just 30 miles from Wilmington, where the first cultivated blueberry production in North Carolina began in the 1930’s. Pender County now ranks second in the state for blueberry production, showing their love for blueberries through the annual festival.

Since the festival began in 2004, Burgaw has quickly branded itself as the “Blueberry Town” making the festival its leading event. Although Burgaw is home to a small population of 4,000, the festival draws in more than 30,000 visitors. Aside from blueberries, the festival also offers entertainment, artisans, food vendors, and more.  In order to attract such a large crowd, the festival relies on its website and Facebook page. Both media outlets are used to inform the public and to facilitate communication. The Facebook page also lists contact information on how to purchase available promotional items to market the event that include, limited edition signed and numbered print by Ivey Hayes, t-shirts, sweatshirts, blueberry recipe cookbooks, hats, visors, and tote gags.

The organization has also strategically acquired key sponsors such as WECT Wilmington 6 and Star News Media, two major news outlets that reach Wilmington and the surrounding areas. To generate further coverage and recognition of the event, the association sponsors a Blueberry 5k Run and a Blueberry Open Golf Tournament. One of the biggest draws to the festival is the Essay Scholarship which has awarded over $100,000 since 2004. The festival provides scholarships ranging from $1,000 to $4,000 each year, which can be used toward tuition, fees, or books.

This small Southern town has taken big strides towards becoming its own recognizable brand. As their Facebook page states, “The Festival celebrates the historic, economic, and cultural significance of blueberries in the Southeastern region of North Carolina,” and through IMC, Burgaw is paving the way to become a significant and well known “Blueberry Town.”

NC Blueberry Festival Website, check it out!

-Katie Eagle, Deji Adeleke, Anna Kate Babnik,Tiffany Evans, & Carissa Niederkorn