OCRF’s Super Saturday “designer garage sale” had become a successful annual benefit in the Hamptons, in New York for the past three years, and OCRF wanted to bring the event to Los Angeles. The primary goal of the event was to raise $400,000 for the charity’s various research and educational programs, as well as increase awareness and support for the Ovarian Cancer Research Fund.
Our goal was to successfully launch a high profile, celebrity driven event at a larger venue, in a new city, and on a much bigger scale than in New York. The target audience was affluent shoppers in Los Angeles, primarily women, between the ages of 25-50.
The challenge was to raise $400,000 for OCRF, introduce the event to the target market, execute the event within a very short time-frame (3 months), and garner media coverage during the charity event packed “Holiday Season”.
Rogers & Cowan research included reviewing past fundraising efforts of previous R&C clients, prominent Los Angeles charity benefits, and those of OCRF (specifically the past “Super Saturday” events in the Hamptons), to develop our strategic public relations campaign for “Super Saturday LA.” In addition we modified some aspects of the event to cater to the Los Angeles market.
Ticket Prices - We researched charity event ticket prices in both New York and Los Angeles and determined that the Los Angeles market was more inclined to buy tickets to a charity benefit like “Super Saturday LA” if the ticket price was $250, as opposed to the $500 ticket price charged in New York for the Hampton’s event. To off-set the lower ticket price, we would need to secure an event venue that could accommodate more attendees.
Auction – the Hampton event did not feature an auction, but R&C advised them to institute one at the LA benefit due to our research of popular charity benefits in Hollywood where celebrities and influentials entered into high level bidding wars for desired auction items. Press research confirmed that charity “auction gossip” provided additional press exposure.
- Determine event locations that would meet the needs of OCRF and the sponsors, accommodate media coverage and provide security for celebrity attendees.
- Develop a wish list of sponsors to target that might financially underwrite the event.
- Identify fashion designers to target for product donations.
- Identify luxury resorts, fashion designers and consumer companies to target for luxury product donations for both the raffle, and 1,000 goodie bags.
- Create a list of vendors to target that could off-set the food, wine, and production costs of the event.
- Build a target invitation list of influentials, celebrities and members of the ovarian cancer & medical communities in Los Angeles.
- Identify targeted celebrity and influential benefit committee.
- Identify targeted A-list celebrity hosts and co-hosts for the event.
- Develop a time line to map out targeted media opportunities and create a media calendar to schedule potential interviews for targeted spokespeople & celebrities to promote the event in national and regional outlets.
- Create a press list of targeted media in keeping with the targeted audience.
- Assemble materials from the Ovarian Cancer Research Fund’s programs and mission to ensure proper media training of spokespeople and their effective communication with press.
Secured Paramount Pictures New York street back-lot at no-charge to OCRF on one of the targeted dates established by the client. Donation was worth over $10,000.
Assisted in securing L’Oreal, Purpleskirt.com and “In Style” magazine as a co-sponsors of the event.
Secured product donations from top Los Angeles fashion designers including: Earl Jean, Lisa Klein, and BCBG among others.
Secured luxury items for the raffle including a VESPA motor scooter (value: $3,500), a Panama Canal Cruise on Crystal Cruises (value: $12,000), and other items totaling over $24,000.
Secured vendor donations including graphic design and four-color printing of the event program, FIJI water, Clearly Canadian water, Dos Equis beer, Sol beer, Forest Glen wine, flowers, and a martini bar provided by LOLA’s restaurant.
Secured celebrities and entertainment industry influential supporters for the benefit committee including, Sylvester Stallone, Jennifer Flavin, Sharry Lansing, Jennifer Lopez, Kelly & Ron Meyer, Jane & Terry Semel, Chris Tucker, Cindy & Alan Horn.
Secured Rob Lowe, to join Tracey Ullman, Calista Flockhart and Julianne Moore in hosting the event, as well as numerous celebrity attendees.
Utilized spokespeople & celebrities to promote the event in national and regional outlets.
Select press breaks were timed to coincide with the receipt of the invitations to ensure “top-of-mind” impression within the target audience.
Organized and processed all donations, RSVP’s and ticket sales for the event.
Negotiated and arranged photos of celebrities riding Vespa motorscooters. In exchange, Vespa agreed to donate $40,000 to OCRF. Arranged a photo shoot with celebrity, Milla Jovovich on a Vespa scooter. Additional celebrities were featured posing with the scooters in press coverage of the event in ENTERTAINMENT WEEKLY.
The Ovarian Cancer Research Fund’s “Super Saturday LA” event raised over $600,000 –exceeding the clients goals by over $200,000 and making it one of the most financially successful events in the charity’s history. Rogers & Cowan secured cash & product donations in excess of $60,000 and vendor & product donations (worth over $64,000), from clients and our professional contacts. “Super Saturday LA” generated over 65,000,000 media impressions for the client.
Generated pre-event buzz with interviews & fashion features on the TODAY SHOW, ROSIE O’DONNEL, GOOD DAY LA and mentions in various “gossip” columns including Army Archerd (Variety), Booth Moore (LA Times) and Liz Smith (syndicated).
Secured radio promotions during the week leading up to the event that generated word-of-mouth buzz and drove ticket sales. Promotions consisted of ticket giveaways and celebrity interviews on popular LA radio station, STAR 98.7.
Television - Secured celebrity interviews and event features on national & regional media outlets including, E!, Access Hollywood, Entertainment Tonight, Extra, CBS Early Show, Good Day L.A., KTLA, KCOP and KTTV.
Print & Online – Secured celebrity interviews and event features in various publications and online outlets including, IN STYLE, LOS ANGELES TIMES, LA DAILY NEWS, ENTERTAINMENT WEEKLY, W, WWD, FASHION WIRE DAILY, ONE WORLD LIVE, and HOLLYWOOD.COM among others.
TOTAL ESTIMATED TELEVISION IMPRESSIONS: 56,093,858
TOTAL ESTIMATED PRINT IMPRESSIONS: 7,815,537
TOTAL ESTIMATED ONLINE IMPRESSIONS: 747,000
TOTAL ESTIMATED RADIO IMPRESSIONS: 400,000