Case Study Options Community Services

Business Summary:
Options Community Services is a non-profit organization dedicated to providing critical services for vulnerable individuals and families. The Building Hope Gala Concert is a flagship event aimed at raising funds for affordable housing initiatives through an evening of entertainment, community engagement, and philanthropy.

Marketing Challenges & Solutions:
The primary challenge was to maximize outreach and engagement leading up to the gala while ensuring the event day runs smoothly. Our comprehensive strategy focused on digital and print campaigns, community collaboration, and event day support to create a memorable experience.

Marketing Strategy:

1. Integrated Campaigns:

   • Objective: Deliver cohesive messaging across multiple South Surrey & White Rock Chamber's channels to maximize event awareness and drive ticket sales. Partnered  with the Surrey Board of Trade and the Cloverdale Chamber of Commerce to extend the reach within the community.
   • Tactics:
     • Email Marketing: Craft and send targeted email campaigns to segmented lists, including event details, ticket purchasing options. 
     • Social Media: Execute integrated social media campaigns on platforms like Facebook, Instagram, LinkedIn, and Twitter, utilizing event-specific hashtags and engaging content.
     • Print Channels: Design and distribute print materials such as posters, flyers, and programs to reach local communities and drive offline engagement.

2. Community Engagement:

   • Objective: Utilize Chamber resources to maintain consistent visibility and engagement for the event. 
   • Tactics:
     • Featured Event Status: Promote the event as a featured Chamber event, ensuring it is highlighted at all Chamber events leading up to the main event. This includes digital and print promotion.
     • Event Highlighting: Utilize digital platforms, print materials, and verbal announcements to ensure the event is consistently highlighted across all channels. 
     • Chamber Channels: Leverage the South Surrey & White Rock Chamber’s own channels to enhance brand awareness, using our newsletter, website, and social media to feature event updates and promotions. Partnered  with the Surrey Board of Trade and the Cloverdale Chamber of Commerce to extend the reach within the community.

Event Day Support:

1. On-Site Coordination and Content Creation:
   • Objective: Ensure smooth event execution and capture high-quality content for future marketing.
   • Tactics:
     • Event Setup: Assist with the setup of event elements, ensuring everything is in place before attendees arrive.
     • On-the-Ground Support: Provide immediate support to address any issues or adjustments needed during the event.
     • Photographer Coordination: Work with an on-site photographer to document key moments, interactions, and event highlights.
     • Content Capture: Ensure a diverse range of content, including candid shots, posed photos, and key highlights, is captured to align with the event’s branding and messaging.

Additional Support and Coordination:

• Graphic and Messaging Support: Collaborate with other companies to ensure their promotional graphics and messaging are aligned with the event’s branding, including coordination with the event artist and other key participants.
• Cross-Promotions: Organize and support cross-promotions with local businesses to broaden event reach and engagement.
• Audience Engagement: Ensure that all promotional efforts are in line with the event’s branding and messaging, leveraging the Chamber’s extensive audience and resources.