Not-For-Profit Silver Pyramid Distributor: Concepts & Associates, Inc. Type of Client: School Target Audience: Approximately 1,000 past donors and Birmingham, Alabama community members Primary Objective: Cornerstone Schools of Alabama, which provides an affordable alternative to public schools with every student receiving tuition assistance, hosts an annual event— Schoolhouse Rock—to raise funds and awareness for its mission while creating value for its donors. With the event rendered unfeasible because of the pandemic, the client wanted to deliver a positive at-home experience for would-be attendees. Total Cost: $27,000 Strategy And Execution: Cornerstone adjusted its program for meal pickup and deliveries, with guests receiving party packages that included branded cups, face masks, hand sanitizer, caps and sunglasses packed inside a branded cooler tote that also featured a list of major sponsors. Concepts & Associates fully customized every aspect and included unique visibility for the highest-level sponsors. Once delivered, products were packed in the coolers the week of the event. Meals and beverages were added the day of the meal pickups and deliveries. Results: Determined to create value, visibility and drive event sales for a different kind of event, Cornerstone raised $205,000— an increase from its typical draw of $150,000-200,000. Sales Incentive Gold Pyramid Distributor: Boundless Type of Client: Technology Target Audience: 2020’s top-performing sales personnel of the client, Pure Storage, as well as their families. Primary Objective: Each year, Pure Storage rewards over 250 of its top salespeople with an extravagant trip to an exotic location; past winners have gone to Hawaii, France and the Mediterranean. Because of restrictions on travel, the objective was to continue the tradition in a COVID-safe fashion, letting recipients choose their own travel destination reward when they are ready to travel. Total Cost: $64,000 Strategy And Execution: To capitalize on travel nostalgic trends, Boundless sourced a leather duffel similar to those once carried by Pan Am flight attendants in the 1960s and ’70s, which came in Pure Storage’s trademark orange color and featured an equally custom interior liner. The duffel included a travel voucher, which top sellers could use to travel anywhere they wanted with their families, with a generous 18-month expiration date. The duffel also included coordinated passport wallets, luggage tags and other travel-friendly goods for people of all ages. Boundless and its Chinese manufacturing partner astutely anticipated a deluge of ocean freight issues and backed up stateside docks, working ahead to ensure that the duffels arrived before deadline. Results: When the coveted reward was in doubt, the duffle surprise created a memorable experiential moment for key sales leaders. With ample time to execute, Boundless looked overseas to design the duffel and almost all of the accessory items, saving the client $16,000 from its initial budget. FEATURE | Winning Client Programs 20 | MARCH 2022 |
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