Event Marketing Case Study 2006
Gallagher & Gallagher’s event planning experience led to the successful completion of the Washington, DC Martin Luther King, Jr. National Memorial Project Foundation’s series of events on November 12 and 13, 2006.
Challenge
Angel Enterprises called upon Gallagher & Gallagher to assist them with the strategy, pre-planning and logistics of the events sponsored by the Washington, DC Martin Luther King, Jr. National Memorial Project Foundation. The MLK Foundation is the outcome of the Alpha Phi Alpha Fraternity members’ vision to build a new memorial to honor the great Civil Rights Leader, Dr. Martin Luther King, Jr. at the National Mall area of our nation’s capital. In addition to event logistics and volunteers coordination, Gallagher & Gallagher was also asked to assist in increasing public awareness by researching, inviting and attracting an audience of public and government officials, pioneers of the Civil Rights Movement, business executives, entrepreneurs and community leaders to the MLK Foundation’s Welcoming Reception, Ceremonial Groundbreaking Event and National Dream Dinner.
Solution
Gallagher & Gallagher exceeded event expectations in all aspects, during the production and execution phases of these historic events. Drawing on its own past record of successfully organizing a variety of events and based on its unique teamwork spirit, the agency managed to deliver more than both Angel Enterprises and the Washington, DC Martin Luther King, Jr. National Memorial Project Foundation ever expected. Specifically, Gallagher & Gallagher initiated its two-month efforts first by strategizing, through the creation of a detailed project plan, second by planning, via the outlining of the specific tasks that needed to be completed in conjunction to the available timeframe, and finally by monitoring the projects execution and progress, through the weekly submission of performance evaluation reports that addressed on-going issues.
Since the efficient completion of the Washington, DC Martin Luther King, Jr. National Memorial Project Foundation’s events required a large number of volunteers, Gallagher & Gallagher was primarily responsible to brief them in relation to their specific roles as well as to coordinate and organize them into smaller teams/groups. For this purpose, the agency proposed and created the appropriate communication materials—a comprehensive and detailed Volunteers Guide—that educated volunteers in relation to their responsibilities, provided all necessary information and addressed a variety of possible concerns. In addition, by hosting multiple Volunteer Information Sessions, Gallagher & Gallagher managed to secure the accurate comprehension of the volunteers’ roles and succeeded in establishing adherence to its plan. Finally, the agency succeeded via Campaign America’s cost-effective idea to offer to each volunteer a promotional hat and a poncho, in gratitude of their time and assistance. Since volunteers were instructed to wear the promotional items during the course of the events, they became not only important signifiers, but also incredible moral boosters.
Another of Gallagher & Gallagher’s major responsibilities was the coordination and on-site management of all transportation vendors. Based on a detailed and extensive pre-planning research, the agency managed to identify and secure the appropriate transportation services that were not only able to handle the magnitude of this project, but also to understand its scope. By evaluating the transportation needs and creating the most efficient plan, Gallagher & Gallagher succeeded not only to deliver the best possible service to the client, but also to considerable decrease the associated costs.
In the public relations arena, Gallagher & Gallagher assisted in the creation and management of multiple guests’ itineraries, so as to better serve the special needs of the Washington, DC Martin Luther King, Jr. National Memorial Foundation’s invitees. These include the 50 “Kids for King” competition winners and their families and the elite VIPs attendees that greatly contributed to the events’ tremendous media success by promoting the unique message of such a historic occasion.
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