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My City Gives - Business-to-Business Marketing Campaign of the Year

Gold Stevie Award Winner 2018, Click to Enter The 2019 Stevie Awards for Women in Business

Company: My City Gives, Philadelphia, PA
Company Description: My City Gives is a woman-owned, cause-focused event planning and communications agency based in Greater Philadelphia. We work exclusively with nonprofit organizations (and businesses with a commitment to social impact) to develop unique events, experiences and marketing strategies that amplify stories of impact.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Business-to-Business Marketing Campaign of the Year

Nomination Title: "Change Makers Dinner on Stage" Event produced for Live Nation Special Events

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

CLIENT: Live Nation Worldwide, Inc. Special Events Division

PROJECT GOAL:
To develop a strategy and an accompanying guest experience that would enable the Live Nation Special Events team (Greater Philadelphia Area) to better understand the challenges and barriers that nonprofit organizations encounter when planning and producing their annual fundraising events, ultimately connecting them with ideal, potential clients within the nonprofit community.

THE STRATEGY:
We believe in the power of conversation and in developing authentic relationships with potential clients,and so we suggested that the client host an exclusive, intimate dinner where we could create a one-of-a-kind experience in one of their signature venues– we called the eventthe “Change Makers Dinner on Stage” event.

We worked with the client to define ideal guest criteria (i.e., mid to large non-profit organization that hosted at least one large annual fundraising event), and then identified ideal target organizations and decision makers within each organization.

The underlying intent of the strategy was to make guests feel like rock stars. We wanted to evoke a sense of anticipation and excitement, and create a true VIP guest experience.

We developed the concept and original branding for the event, which was inspired by the venue’s iconic chandeliers. We designed custom, boxed invitations that were printed on black plexiglass, and wrapped in branded tissue paper. We nested arrival instructions and an “All Access” credential in each invitation box (guests were required to show their credential in order to gain access to the event).

Our team secured all sponsors and strategic partners, including décor, food & beverage, photography/videography, and event rental items. We personally selected each detail to ensure a glamorous, sexy-yet-rock ‘n roll vibe that complimented the venue style and existing décor.

Upon arrival, guests were greeted with a glass of champagne, then guided on a behind-the-scenes tour that showcased venue amenities and production capabilities. Guests were offered a signature cocktail and hors d’oeuvres at various points, and took selfies in the green rooms backstage. The tour ended on the stage, where we’d created a breathtaking tablescape featuring mirrored tables and floral chandeliers that were suspended overhead.

Following a three-course meal with wine service, we facilitated a dialogue between the nonprofit executives and the Live Nation executives where guests shared their frustrations, challenges, and unique requirements, and were able to ask practical questions. As they departed, guests were given a box of signature chocolates and a branded, guitar-shaped USB loaded with a digital information package.

THE RESULTS:
We leveraged our existing network to bring 30 non-profit senior executives around the table that were potential Live Nation Special Events clients.

Attending organizations included: Alex’s Lemonade Stand Foundation,American Cancer Society,Susan G. Komen – Philadelphia,Greater Philadelphia Film Office,March of Dimes,Leukemia and Lymphoma Society,Juvenile Diabetes Research Foundation, and more. The client is currently in discussions with multiple organizations as a direct result of this event (the dinner was held on August 28, 2018).

We also created and distributed high quality, branded content (a video recap reel and hi-resolution photographs) that our sponsors were able to utilize for promotional purposes following the event.

Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Katie Everett is the Founder and CEO ofMy City Gives– an event planning and marketing agency that works exclusively with nonprofit organizations and companies with a social good element to develop strategies and experiences that amplify stories of impact.

With nearly a decade of experience in the corporate and public service sectors, she leverages that business-perspective to create unique, results-driven solutions to drive awareness, engagement and results.

Her client list includes: Live Nation Worldwide, Inc.,House of Blues Music Forward Foundation,Robert Irvine Foundation,Big Brothers Big Sisters,Marian Anderson Award,Alex’s Lemonade Stand Foundation,Philabundance,Equality Equation, and more. Her agency partnerships include project work forOWN,Wanderlust,Understood.organdUnited Way.

She holds a BS in communications from the University of Baltimore.