Sparrow-Event Planning and Logistics

Challenge

It doesn’t always make sense to hire an internal specialist for all of your company’s marketing, advertising and PR needs, and that’s where M3 comes in. As the Sparrow Foundation will attest, our event planning team is just what the doctor ordered for the 2009 Hike for Hospice event.

Objective

Operating as an external marketing and event planning team for the Sparrow Foundation, M3 supported the internal staff by handling all the logistics for the 2009 Hike for Hospice. This allowed the team at the Sparrow Foundation to focus on their fund raising and outreach to the stakeholders they serve.

Actions

• M3 partnered with key members of Sparrow Foundation and held monthly meetings to plan this event. The implementation of the creative theme (“Life’s Pathways”) was created to provide a sense of unity and memorial for the event. M3 designed print materials and collateral pieces that supported this theme.
• PSA (Public Service Announcement) production and placement for radio and TV advertisements also played an integral part for the 2009 Hike for Hospice. The TV media plan included placements on WILX, Fox 47, WLNS, ABC 53 and Comcast. The radio media plan included placements on WFMK – 99.1, WJAM – 1240 a.m., 97.5, WMMQ, WITL – 100.7, WLNS – 1320 a.m.
• PR outreach and media facilitation prior to and at the event was imperative in reaching Sparrows goals of increasing attendance. The event was covered by Capital Area Women’s LifeStyle Magazine, msuspartans.com, WLNS, WFMK, Michigan Talk Network, WILX and Playmakers.

Results

The collective efforts of M3 and the Sparrow Foundation grossed 35 percent more fundraising dollars than the previous year and increased attendance by 33 percent.

M3 and the Sparrow Foundation went on to win a 2010 Pinnacle PACE Award in special events for Hike for Hospice.