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Case Study

Gala for Good

Goodwill-Easter Seals Minnesota was celebrating its 100-year anniversary in 2019 and needed marketing materials and event collateral to complement the importance of their work. Neuger Communications Group worked alongside Goodwill-Easter Seals to identify a gala name, messaging and graphic elements that would bring the event – the Gala for Good – to life and ensure sophistication across event branding.

The Situation

Since 1919, Goodwill-Easter Seals Minnesota has served the community by providing innovative education, hands-on job training and placement services aimed at eliminating barriers to work and independence. The organization is crucial for empowering countless Minnesotans who would otherwise not be able to experience the power of work.

The organization set out to celebrate a century of service and leadership in workforce development and to usher in a new century of preparing people for work – with a 100-year anniversary gala. But first, they needed enticing marketing materials to support the event.

The Communications Challenge

It was important the event materials both communicated the story of the organization’s significant history and were consistent, sophisticated and well-aligned with the Goodwill-Easter Seals Minnesota longstanding brand. In addition, the event branding needed to translate seamlessly across printed and digital channels.

The Strategy

Understanding the importance of this event for the organization, we set out to develop cross-channel communications materials that aligned with the existing brand and inspired donors to support 100 more years of making a difference.

The Results

From a compelling sponsorship packet and invitation to a custom-designed event webpage, the event communications channels were cohesive, eye-catching and inspiring, driving people to attend, sponsor or get involved at the event and to support the organization as it prepares to change lives over the next century.

The Gala for Good, which raised over $200,000, was deemed a great success.