Summer of Chrome: Non-Profit Campaign Theme
The challenge that many non-profit events have these days is that they compete for mind-share; but unlike selling an product or service, they can’t readily do a comparison to competitors (leverage weaknesses etc). How can you get a prospect to choose you over the competition – every cause is a good cause. The other challenge is that there are just too many great organizations asking for corporate support, some even competing with other events for the same cause.
To sell the client’s event, we needed to create an experience. That experience had to be one that corporate sponsors wanted to be a part of and be associated with. An experience that was different and attractive – one that you couldn’t help be a part of, even if you didn’t have a direct tie to the illness that the event was fundraising for. This is how we would make the event stand out without relying on differentiation to come from the cause itself.
The Summer of Chrome experience was developed to be a total visual experience. Advertising would leverage the theme, but the greatest impact would come from events and non-traditional marketing. There would be a show ‘n shine events with classic cars, a show dedicated to customized bikes, a parade, and even the hosts of the event (the Chrome Angels) would be painted head-to-toe chrome and be the regular touch point at every event.
The Summer of Chrome was a great way to package a number of mini-events and give corporate sponsors something to look forward to and be a part of. Non-for-profits having a hard time differentiating themselves need to do the same – create an experience that they can’t help be a part of!
