We love our computers! We spend hours sitting behind them crafting websites, developing social media content and exchanging emails, but even we know that sometimes the best way to promote a message is not through 140 characters. For certain messages, in-person dialogue is more valuable than the number of likes your latest post received. In fact, we often encourage our clients to include a variety of communication avenues in their campaigns, from digital to print and yes, even an event or two.
Recently, we had the pleasure of working with a new client, Kurt Bonatz of The Sentio Group. The Sentio Group helps organizations solve process issues, clean up complex financial and legal matters and scale efficiently by deploying experienced and vetted accounting, finance and IT professionals. When Kurt came to R&R, he was interested in working with us to develop a strategic communications plan that involved more than just a website and social media, in fact, social media wasn’t even something he wanted to focus on. I know it sounds slightly archaic to not want to utilize Facebook and Twitter, but for Kurt’s business it made perfect sense. The clientele he was looking to reach are busy C-Level executives who utilize hashtags for numbers and not trends.
Based on his understanding of the target market and industry and our marketing and communication knowledge we came up with a networking concept. The concept was less to force people to swap business cards and more of a philanthropic opportunity. To Kurt the goal was to get people to power-off digitally and connect offline for a cause, and if it helped business that would be great too. Not a bad idea. The lucky beneficiary: Children’s Healthcare of Atlanta’s Neuroscience program.
With the philanthropy secured, first on the docket was creating a theme so we fired up our synapses and crafted, “Connecting for a Cause”, a double-entendre that played up the way neurons connect within the brain and also the notion of bringing people together. The next step was to book a location and create marketing materials. Kurt, worked with Tavern 99, a cavernous bar in Buckhead and we designed evites, reminders and nametags that showcased neurons in a modern, artsy way.
Acting as hosts for the event, we were able to personally greet the 50+ individuals who attended, allowing Kurt to mingle with the crowd. By the time we wrapped up the evening, Children’s Healthcare of Atlanta’s Neuroscience program received a nice donation, attendees left with good cheer and The Sentio Group earned some greater top-of-mind awareness. Overall, it was a win-win and a wonderful reminder to us all that sometimes being social offline is more impactful than online.