CASE STUDY: Glamour Gala
As a firm with strong roots in the philanthropic efforts of our community, Candour seeks to find creative ways to utilize our unique talents to help causes that we support. We recently partnered with an organization whose mission to advance the arts and culture in Marion County inspired us to help. The Marion Cultural Alliance uses aggressive fundraising efforts to financially support such organizations as the Appleton Museum of Art, Ocala Symphony Orchestra, and the Ocala Civic Theatre just to name a few.
Candour Principals, Kristin Goza and Holly Clark, partnered with three other women of leadership in the Ocala community to plan and execute the event from concept to completion; Paula King and Carmen Greiner of Ocala Traditions, and Ana Soler of Golden Ocala Golf & Equestrian Club. Beginning in July of 2009, the five women met once per month through December, and then once per week beginning January 2010 through the evening of the event in February. With each meeting, more and more of the women’s grand ideas for the fundraiser began to come to life.
The Candour Principals led the branding, marketing and advertising efforts by creating a name that would allow the theme to grow over time. We knew the event would always have the root name “Glamour Gala”, but hoped that from year-to-year the event would take on different themes to keep it fresh over time. Because the 2010 inaugural event was a fashion runway concept that showcased the bridal gowns of prominent women in Marion County throughout the decades, we titled it, Glamour Gala: Once Upon a Dress
Once the name was selected, Candour began developing the visual aesthetics of the brand through the selection of a color palette, photography, typography and brand graphics that lent a style of beauty and sophistication to the event. We utilized decades-old wedding photography from the participating brides to lend a vintage sensibility to the campaign, while marrying them with complimentary black and white graphics that carried through the sophisticated style. We then added bold bursts of gold to give the collateral a modern edge that would appeal to a variety of generations in the audience.
When the brand identity was fully-developed, we began applying the look to marketing and advertising deliverables that would aid in creating awareness about the event and trigger the community to purchase tickets. The team of women reached out to community media contacts to have several thousands of dollars worth of media donated. This included full-page ads in the community magazines Ocala Magazine and Ocala Style Magazine, as well as editorial columns and advertising for several weeks in the Ocala Starbanner. Outdoor board companies, Lamar Outdoor Advertising and Clear Channel also donated space to further promote the event. We also partnered with local printer, Phillips Printing, who donated the materials and printing of invitations/envelopes, programs, tickets, and posters. With so many media partners donating to our cause, it made Candour’s goal of flooding the market with information about the event easy.
As anticipated, the Glamour Gala: Once Upon a Dress fundraising event was a huge success. We were able to draw a larger than expected audience who enjoyed a swanky three-part evening including a large silent auction, a bridal fashion runway show, as well as a dessert and wine room. Prominent men and women throughout Marion County came dressed in their most glamorous apparel and enjoyed several festivities throughout the evening. We’re proud to say that through our efforts, we were able to obtain $35,000+ worth of in-kind trade donations from our supporting vendors to make the event possible. As a result, the event raised a total of $15,000 for the Marion Cultural Alliance, which they will leverage to assist several of our favorite non-profit arts and cultural non-profit organizations.
Marion Cultural Alliance
Nancy Ledding, Executive Director
THE EVENT TEAM
Kristin Goza, Principal, Creative Director, Designer
Holly Clark, Principal, Creative Director
Paula King, Co-Owner
Carmen Greiner, Co-Owner
Golden Ocala Golf & Equestrian Club
Ana Soler, Director of Catering and Events