OBJECTIVE
To successfully sell tickets and tables this annual fundraising event inspired by the Kentucky Derby. The secondary objective is to gain sponsors and community partners.
WORD CLOUD
Night at the Races is the most successful fundraising event each year. There is an excellent opportunity here for capitalizing on this momentum and gaining key community partners.
This Kentucky Derby inspired party is fun and formal. The event graphics should feel formal and seamlessly branded.
Continue to keep “flight” in mind. Inspired by vintage luggage tags and hand drawn elements, visuals should include brand colors and typography. Consider introducing a red to this campaign (inspired by the rose). Must incorporate the Golden Key giveaway in the graphics. Try a version with the hand drawn horse and one with the rose, centered like a vintage stamp.
- Event Graphic (vintage luggage tag)
- Email Header
- Break out graphic elements individually for use on the website and social media
-
Event Decor: Black table cloths with black and white striped runnersRed Rose arrangements for centerpieces
LETTER TO COMMUNITY RE: CANCELLED EVENT
CHANNELS:
- Website (add to events page)
- Social (Facebook, organic posts)
- Email (Bloomerang, March 20 or 23 – soonest available)
- Local newspaper (to be coordinated by SEF)
- Letters to donors (to be coordinated by SEF)
COPY:
March 19, 2020
EVENT CONTENT
Hold Your Horses
for the 5th Annual
Night at the Races
Save the Date April 24
Starts at 6:00pm
The N at the Hardway Ranch
Dinner catered by Hard 8 BBQ, derby style horse racing, live auctions, whiskey wine pull, and best dressed awards
Golden Key tickets $100 ea. (limit 100) for a chance to win 4 field level suite tickets to a Cowboys game
$1500 Table (Seats 8)
$100 Individual Ticket
Sponsored by Marion Cole, TSO, Connie Banks, Texas Bank, Stephenville Lions Club
Other event activities include a live auction and horse race (videos playing at event) bets,
All proceeds go toward innovative teaching grants to enhance learning for students in the Stephenville Independent School District.
For tickets and information
stephenvilleeducation.org/nightattheraces2020
MOOD BOARD
CALL TO ACTION
Purchase Tickets
Color Palette
#e02b20
#263674
#ffffff
#414042
Campaign Graphics
Channels
Landing Page
Event info, tickets, silent auction items, golden key (pay $100) 1/100 chance to attend a Dallas Cowboys game in the Hard 8 Suite
Eventbrite – Individual Tickets $100, Tables (for 8) $1500, Golden Key $100 (Max Qty 100)
Facebook Ad
1 per month/event, in addition to donation ad
Facebook Organic
Included with monthly marketing agreement (would focus on events instead of brand content for event campaign months)
Included with monthly marketing agreement (would focus on events instead of brand content for event campaign months)
Blogs
Included with monthly marketing agreement (would focus on events instead of brand content for event campaign months)
Resources
Here are some of the resources needed for the project.
KEY PERSONAS
Traditional troy
Charismatic Father Figure and Business Owner
Ages 35 – 70
Background:
Traditional Troy is a hard worker, he is well into his career and identifies himself as accomplished. He is comfortable in his leadership role at home, in the community and at work.
Demographics:
- Demographic skews male
- Ages 35 – 70
- Household income: $150,000+
- Lives in a traditional home, potentially on a large piece of property
Identifiers:
- Put-together appearance
- Conservative spender, however has high quality assets like a Ford King Ranch truck
- Hobbyist that enjoys golf, travel, fishing etc.
- Old school charmer (identifies with their generation)
Goals:
- Health and wellness
- Protecting assets and investments for children
- Making a difference, notable recognition
Challenges:
- New technology and trends
- Health and fitness
- Showing emotion
- Mid-life choices
How to Reach Traditional Troy:
Stay focused on networking and reputation, word of mouth is powerful with this demographic. Make them feel like they’ve been given a deal. The best marketing channels for Traditional Troy are traditional! These include billboards, promotional materials for networking events, and be sure you have an easily navigated online presence (SEO).
JAZZY JUDY
Cool Silver
Demographics:
- Demographic could be male or female
- Ages 55 – 75
- Household income: $80,000+
- Lives in an established neighborhood in her paid off ranch style home
Identifiers:
- Highly maintained appearance (hair, nails, eye cream, etc)
- Likes to be “in-the-know”, stays involved in family and community groups
- Has a smartphone, but never answers it
- Worries about everyone all the time
Goals:
- Health and longevity
- Learning new things
- Instilling good memories and healthy habits
Challenges:
- Choosing positive trends
- New technology
- Balancing family and self-care
- Financial stress (specifically unknowns, like budgeting medical care)
How to Reach Jazzy Judy:
Jazzy Judy is not impulsive, she considers every decision carefully. The best way to impress her is to come highly recommended by friends and acquaintances, testimonials go a long way with Jazzy Judy. Staying in front of her, sublimidly, may work, too. In other words, be present visually with signage and social media campaigns (while she’s liking pics of the grandkids on Facebook). Jazzy Judy will find comfort in recognizing your brand.
Milestones
Campaign Timeline
LAUNCH 03/16/20
*EVENT 04/26/20
Client Contact
Kristin Cashon: kristin@barefootathletics.com
Matt Miller: mattandcindymiller@gmail.com
PO Box 314 Stephenville TX
254-592-6246