Sleeping Outside to Raise Awareness of Youth Homelessness - Event Marketing

Background:

Covenant House, a nonprofit organization dedicated to serving homeless youth, hosts an annual sleep-out fundraiser event to raise awareness and funds for its programs and services. Sleep Out serves as a powerful demonstration of solidarity with those experiencing homelessness while highlighting the challenges they face and supporting organizations working to address homelessness. We played a very pivotal role in the success of this event post-COVID, setting CHGW on track to regaining and exceeding the momentum they had experienced pre-COVID. (See recap on Covenant House site.)

Objectives:

1. Increase attendance and participation in Covenant House GW's annual Sleep Out fundraiser event.

2. Secure sponsorships from businesses and organizations to support the event and raise additional funds.

3. Generate media coverage and publicity to raise awareness about youth homelessness and Covenant House's mission.

4. Utilize advertising to promote the event and attract attendees from the community.

Strategies:

1. Event Marketing:

   • Developed a comprehensive marketing plan to promote the sleep-out fundraiser event through various channels, including social media, email marketing, and digital advertising.

   • Created engaging promotional materials, such as flyers, posters, and digital banners, to attract participants and encourage registration.

   • Leveraged Covenant House GW's website and online platforms to provide event details, registration information, and resources for participants.

2. Sponsorship Solicitation:

   • Create and produce Sponosorship Propectus for potential sponsors, including local businesses, corporations, and community organizations outlining the benefits of partnering with Covenant House GW.

   • Conducted outreach and relationship-building efforts to secure sponsorships, and meet the requirements/benefits of due to sponosrs. For example, on-site logo placement, social media annoucments, email placemnts, etc.

   • Create an “Outreach Toolkit” for CHGW leadership and Board of Directors as guidance and preparation for sponsorship solication. (See below)

3. Public Relations:

   • Developed a targeted media outreach strategy to secure coverage of the Sleep Out fundraiser event in local newspapers, radio, TV stations, and online publications.

   • Drafted press releases, media pitches, and story angles highlighting the event's impact, participants' stories, and Covenant House GW’s mission.

   • Facilitated media interviews on-site and coordinated press opportunities to generate interest and raise awareness.

4. Advertising:

   • Implemented an advertising campaign across relevant channels, including print, digital, and out-of-home advertising, to promote the sleep-out fundraiser event to a wider audience.

   • Created eye-catching ad creatives and messaging to capture attention and drive event registration and attendance.

   • Utilized targeted advertising tactics to reach specific demographics and geographic areas most likely to participate in the event.

Outcomes:

1. Increased Attendance: Your event marketing efforts contributed to a significant increase in attendance and participation in Covenant House's annual sleep-out fundraiser event, with a record number of individuals sleeping out to support homeless youth.

2. Secured Sponsorships: Your sponsorship solicitation efforts resulted in securing sponsorships from several businesses and organizations, providing critical financial support for the event and Covenant House GW's programs.

3. Generated Media Coverage: Your public relations efforts generated media coverage and publicity for the sleep-out fundraiser event, raising awareness about youth homelessness and Covenant House's mission among a broader audience.

4. Successful Advertising Campaign: Your advertising campaign effectively promoted the sleep-out fundraiser event, driving event registration and attracting attendees from the community, ultimately contributing to the event's success.

Conclusion:

Our multifaceted contributions in event marketing, sponsorship solicitation, public relations, and advertising played a crucial role in the success of Covenant House's annual Sleep Out fundraiser event, both years substantially increasing funds raised.

After a total rebrand of CHGW in 2022 led by Brene, including the Sleep Out Event, new location, and revitalized partnerships, CHGW proudly raised $364,443, a huge jump from $120,000 the prior year. In 2023, Sleep Out sustained comparable figures, raising $311,000. Media placement, including Fox 5 live news coverage. Social media following increased by more than 150%. Website traffic increased by more than 35% over one year.

By increasing attendance, securing sponsorships, generating media coverage, and running a successful advertising campaign, you helped raise awareness about youth homelessness, support Covenant House's mission, and make a positive impact on the lives of homeless youth in the community. Your dedication, expertise, and strategic approach were instrumental in advancing Covenant House's goals and creating a memorable and impactful event experience for all involved.