The Leap from Good to Great

The Challenge: A client philanthropic organization held an annual event that provided virtually 100 percent of the foundation’s operating and program revenue. The event, which was steeped in tradition, had been held as a luncheon awards program for decades. The program’s significance and the foundation’s important work were being lost in an event that gave too little to awards recipients and corporate partners and too much to the host property.

The Challenge: A client philanthropic organization held an annual event that provided virtually 100 percent of the foundation’s operating and program revenue. The event, which was steeped in tradition, had been held as a luncheon awards program for decades. The program’s significance and the foundation’s important work were being lost in an event that gave too little to awards recipients and corporate partners and too much to the host property.

Coulter Events' Response: Together with client leadership, Coulter Events completely repositioned the annual event in 1997 by leveraging the unique qualities of the foundation with industry electronic and print media to convert the event into an evening black-tie affair boasting celebrity presenters and national press attention. In 1998, Coulter Events took the next step in raising the event’s reputation and profile by renaming it after a pioneering and much-loved industry celebrity. As well, a new award design was commissioned to better communicate the essence of the award, and an aggressive local market and national public relations campaign was launched. In 2000, the awards program was held at a prestigious Broadway theater. In 2001-2003, demand for event attendance and corporate support continued on a steady upward course, despite difficult industry and national economic conditions. 2005 has marked a watershed for the event, drawing more revenue, public and industry attention and media coverage than ever before.

The Result: The first year of the event’s repositioning resulted in a 25 percent increase in attendance and doubling of event proceeds to the foundation. The increased exposure for the award winners has led to a dramatic renewal of interest among those competing for the awards, which Coulter Events has used to leverage enormous increases in corporate support. The event now draws national and local print and electronic media attention, including promotional appearances by celebrities on network morning shows. As importantly, event net revenues continue on a dramatic upward trend, growing by an average of 20 percent per year.