I was participating in a recent League of American Orchestras roundtable when the question was asked “How do you secure sponsorship for smaller, non-signature events?”. The biggest hurdle seemed to be businesses approaching these request “only as a marketing opportunity”.
As a marketing director who handles non-profit donation and sponsorship request, I offered up this advice for making your event attractive for sponsorship:
In the end, if you have a professional pitch, well developed with demographics and marketing opportunities spelled out, I will be interested in sponsoring your event. If I think you are easy to work with, will protect my brand and do what I expect of you then I am very likely to sponsor your event. Good luck!
There’s something you don’t hear everyday: Winning awards is nice but…. did our work help the client reach their goals?
When you are working with a company like The Golding Group, the ultimate goal is create a Win-Win situation where we create smart, impacting work (that sometimes wins awards from our peers) -AND- reach your goals with a singular plan of action. That is exactly the case when The Golding Group partnered with the Mental Health Association of Central Oklahoma (MHACO) for a re-branding and awareness campaign that is now receiving many accolades from the marketing/advertising community.
At the ultimate direction of Golding Group partner and non-profit rock star Cher Golding, we began a complete campaign aimed at erasing over 10 years of communications inactivity, the stigma associated with mental health issues and a variety of other core issues. We asked those who participated in MHACO programs what the #1 problem was in communicating to the target audience of over 380,000 Oklahomans living with mental health issues.
The mental health system is extremely difficult to navigate, and access to care depends on one’s insurance coverage or ability to pay for services. Connecting with the best program that meets ones needs is crucial for success. Those in need of services claimed they did not know where to start (not enough information) or were overwhelmed by conflicting and contradictory sources (too much information). Our campaign addressed both issues at the same time.
By creating a clear message based on the needs of the target audience, delivering that message in a timely and cost effective way by incorporating marketing, advertising, strategy and public relations, The Golding Group was able to create a 524% increase in exposure, 149% increase in clients and almost 850,000 impressions in the community in one year. All this was done on time and under budget for a huge return on investment (ROI).
The most crucial part of the campaign was not the OKC AD Club ADDY Award winning creative (which was really good) but the American Marketing Association Marketini Award winning (twice) outcome measurements and strategic plan validation. The key to highly effective (thus award wining) marketing is in the planning and measurements. This is where campaign go from good-to-great by testing market reaction and adjusting accordingly.
This campaign did exactly what the client needed it to do and now happens to be winning awards and creating new opportunities for The Golding Group. That is what we would call a Win-Win scenario. If your ready to create a mutually beneficial partnership, contact us for a conversation about what The Golding Group can do for you business or non-profit organization.
As you might expect, we’re big fans of the AMC show Mad Men here at The Golding Group. We just love the romantic idea of creative professionals getting in a room together and pulling genius ideas out of thin air. Of course that’s not how the “real” world works, but it’s fun to watch. Even if it’s fiction, we did notice some real lessons all business leaders could learn from this season’s 2nd episode.
UPDATE: The MHACO Video has been awarded a bronze ADDY Award from the District 10 judging. This competition includes advertisers from Arkansas, Louisiana, Texas and Oklahoma.
The Golding Group adds two new awards from the Oklahoma City Advertising Club with ADDY wins for projects we worked on with one of our favorite non-profit clients Mental Health Association of Central Oklahoma (MHACO).
The Silver winner is a :30 sec. TV commercial conceptualized and directed by Kyle/Cher and produced by Midwest Media. The spot tackles the two most common problems the clients of MHACO have when needing support or information about mental health services: not knowing where to look -or- too many sources to know which is best for them.
The Bronze winner is a direct marketing specialty (promotional) item conceptualized by Cher Golding, designed by Kyle Golding and produced by Robyn Promotions. It is a rubber “gripper” for the back of a cell phone to keep it from sliding off your dash or desk. The gripper os in the shape and color of the Mental Health ribbon and has the MHACO web address and national suicide hotline phone number on it. By keeping this information actually on the back of the phone, those in need of services can call or click for immediate help. The gripper card can be mailed or handed out at events.
We are proud to be recognized for our creative work on these two project, but even more proud to create highly functioning tools for a great OKC non-profit organization. Both awards were the highest awarded for the category (no Golds were given).