Recognize Me

Situation

CCO Client B, an international consumer goods company, was a recurring sponsor of a nationally-recognized, nonprofit fundraising gala. Although Client B's logo was featured in event materials and one of its executives was allowed to make remarks during the event program, there was little additional brand visibility. There were also few event participants, many of whom were key customers and celebrities, were aware of the magnitude of the company's annual $1 million investment. The limited visibility and disconnect with event attendees caused Client B's management to question the logic of the investment.

Client B knew they could get a "better bang for their sponsorship buck" but struggled with how to achieve visibility without overshadowing the event purpose and the good works of the organization. Corporate Community Outsourcing was engaged to help Client B activate its sponsorship dollars to achieve maximum recognition and brand visibility.

Action

CCO's first plan of action was to understand what the Client considered "ideal recognition." In this particular case, brand visibility was important but the Client ultimately wanted event attendees to walk away from the evening with a stronger connection to the company and its products.

With the recognition "win" defined, CCO worked with the recipient organization to develop opportunities to showcase the company's support and to increase interaction with event attendees, including:

•  revising all event materials to include more information about the company's
long-standing partnership with the organization and to highlight the company's
role in supporting the gala;

•  creating co-branded signage to direct attendees to the event and for the stage;

•  incorporating into the evening's program a short video showcasing the
company's relationship with the organization and paying tribute to the
organization's good works;

•  developing opportunities for event attendees to receive product samples without
appearing too commercial or distracting from event activities;

•  hosting a VIP pre-party for board members, key donors, other sponsors and the
Client's key customers, and;

•  providing high-end table favors engraved with the company's logo.

Results

Goals achieved! Without conducting a formal survey of attendees to assess increased visibility and brand connection, Client B measured its results from the "buzz" and positive comments the new graphics, video, product samples and table favors generated. Additionally, successes were achieved by:

•  highlighting the long-term relationship with the organization in both the event
program and the opening video gave attendees an appreciation of the Client's
many investments in the organization, prompting many attendees to say
"thank you" to Client representatives and unscripted praise from celebrity MCs;

•  hosting a VIP pre-event helped the Client make personal connections with key
customers and the organization's board members and top donors, and

•  providing a high-end, engraved, table favors gave attendees a lasting souvenir
of the event and a constant reminder of the company.

Overall, the organization saw the increased visibility as a win. Telling the story of its long-standing partnership with Client B gave the organization credibility in terms of relationship building and stewardship of a significant investment (approximately $5 million over a six-year period). The organization also felt a renewed excitement for the event from its staff, board and event attendees.