Agency: Flexativity
Date of Award: May 15, 2008
Type of Award: ACE Award

Client: Reno Philhamonic Guild
Name of Campaign: Pops on the River 2007
Campaign Date(s): May 7 to July 7, 2007
Target Market/Demographic: Previous and prospective sponsors and concert attendees (see Summary)

Category(ies): Non-Profit Marketing Campaign and Special Event Marketing Campaign

Summary: 

Promotional campaign for annual Pops on the River concert, the largest fund-raising event for the Reno Philharmonic Association. As the sun sets, The Reno Philharmonic Orchestra performs popular music, show tunes and well-known classical works in the pleasant outdoor setting of Wingfield Park in downtown Reno.  Sponsors and attendees enjoy their own picnic refreshments or catered spreads, fine wine, friends and networking, table decorating, costume contest and raffle prizes, followed by the concert featuring world-renowned guest vocalists.  The evening culminates with fireworks over the park.  The campaign included Pops 2007 logo, 11"x17" full-color laminated posters, 8.5"x11" full-color tri-fold programs with two-sided table assignment insert, 4"x4" 'wine tags' and graphics for TV/media use. Two market segments: 1) Sponsors - Community-oriented businesses/leaders who support the arts and want to gain exposure to an active, affluent market. Attendees - Fun-loving, connected individuals and business leaders who enjoy music, arts, food, wine, friends and the outdoors.

Goal:

To raise funds for the Reno Philharmonic Association and the Reno Philharmonic Youth Orchestras.

Measurements:

Table Sales:160
New Sponsors: 35
Gross Revenue: $115,000
Brand: Cohesive and eye-catching visuals that will spark interest, clearly communicate details and call to action, and ultimately sell tables and tickets.

Strategy and Tactics:

Position the event as an exciting, fun, friendly and anticipated event
Distribute posters to over 100 locations within Reno and Sparks area
Distribute programs at the event, including a table assignment insert so people can connect
Attach branded tags with thank you message to sponsor gifts
Provide artwork with media releases and use as backdrop during television interviews

Results:

Table Sales: 167 (Exceeded goal by 4.38%)
New Sponsors: 42 (Exceeded goal by 20%)
Gross Revenue: $121,000 (Exceeded goal by 5.22%)
Brand: More community awareness and excitement about event; exceeded sales, sponsor and revenue goals.
Net Profit: $75,000