ANNUAL FUNDRAISING EVENT:
EVENT MARKETING COMMUNICATIONS
CASE STUDY:
THE ASK:
For the first time ever, The Hartford Public Library's annual fundraising gala event, "Beyond Words," was going to be held virtually. The event committee challenged MediaVision Creative to come up with a creative approach that would closely mimic the experience of attending the gala in-person and would inspire the audience to generously donate. All content created needed to support and amplify messaging that Hartford Public Library's extensive programs and services vital to the community, extends far "Beyond Words."
CREATIVE SOLUTION:
To both entertain and inform the audience, we proposed creating a 30 minute "hosted" TV show with esteemed invited guests including famous authors, government and community leaders, corporate benefactors and library staff... all telling their uniquely personal library stories.
Over a multi-day shoot, we captured and then edited moving testimonial content and evocative supporting b-roll to create stories that would move the audience to donate. We also created a package of pre-event promotion materials as well as post-event materials including long and short format videos strategically designed for email, web and social media distribution. Hartford Public Library President & CEO, Bridget Quinn-Carey, and world-renowned Author, Wally Lamb served as the video Emcees, guiding the audience in and out of each exciting program segment.
At pivotal moments in the show, we built in opportunities for donating.
The virtual event video opened with local area jazz musician Orice Jenkins, performing on piano, sharing a moving story of his relationship with the library.
With each story we crafted, from celebrated authors Jean Kwok, Christina Baker Kline, Amity Gage and Julia Alvarez, we were able to bring to life why libraries matter to communities and how important it is to financially support them.