Bringing Art and Awareness to the Valley
The Pink Show, Fresno area, 2010
The Pink Show is a concern/art show that started in 2006 as a fundraiser for women afflicted by breast cancer. While the organizers were armed with a noble cause, they lacked the skills to successfully promote and raise money for their event. The show also had no budget, but based on her personal experience with cancer, Holly Carter, founder of Carter & Co. Communications, decided to take on this event in 2010.
Analysis by Carter & Co. Communications found key elements to take the show to the next level: inexpensive promotion. Because the show had zero budget, everything from promotional fliers to a well-produced web site to mainstream advertising had to be done either on the cheap or through donations.
This also meant utilizing social media as an advertising vehicle to raise the event’s profile and using beneficial cross-promotions with other businesses and organizations. Carter & Co. Communications implemented a step-by-step plan to achieve those goals as well as gaining sponsorships through personal relationships. This resulted in a successful silent auction and a pre-event “VIP Reception” that gave the event an elevated profile it had not experienced in its previous four years.
An onslaught of advertising from the ground level - posters, postcards, sponsorship packages and an updated web presence - was prompted by Carter & Co. Communications’ work with high-profile corporations.
They were also able to receive support from some non-traditional sponsors like the Fresno Grizzlies, a minor league baseball team. Another sponsor was the Madera Motor Speedway, a race track that ran a pink car in a race and dedicated an event to The Pink Show.
Through more traditional methods the company gained extensive media coverage with news stories, morning talk-show appearances and on-air support from local celebrities and media members on various platforms. As a result of a successful plan, The Pink Show sold more than twice the tickets from the previous year and generated thousands of dollars for its cause.
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