PROJECT: Marketing | Strategic Relationships (An Evening with CA Atty Gen Kamala Harris)
CHALLENGE: Market the launch of a new speaker series (The Forum: Conversations at YBCA) intended to attract Bay Area African American professionals to the institution, and create an attractive environment in which to initiate the cultivation of future potential visitors, members and donors.
SOLUTION: (1) Utilize an established and extensive database to reach of Bay African American professionals through email marketing. (2) Leverage relationships with nine professional organizations having an affinity to the guest speaker (California Attorney General Kamala Harris), enlisting them as Supporting organizations. This increased the attractiveness of the event and created additional promotional channels. (3) Add a VIP Leadership Reception component to the event, allowing the the guest speaker, organization leaders and YBCA management to mingle, further enhancing cultivation and relationship development, a primary objective.