The Pink Show benefit concert struggled in its first four years with promotion, media coverage, and sponsorships due to a lack of public relations skills. In 2010, Holly offered to help take it to the next level. A situation analysis determined key elements were needed: obtaining donated services for collateral; upgrading the confusing website; boosting social media; adding a silent auction and VIP reception; recruiting celebrity appearances and high-profile sponsors; and executing an extensive earned media campaign. This strategy led to successful results - 20 sponsors, cross-promotion partnerships, and extensive earned media coverage that helped The Pink Show sell over twice as many tickets and generate thousands for the beneficiary compared to previous years.

1. Case Study: The 2010 Pink Show
Situation
The Pink Show is a benefit concert started in 2006 as an effort to increase awareness and raise funds to
support women afflicted by cancer. The first four years the show struggled with promotion, media
coverage and sponsorships. The founders tried their best but lacked the public affairs/relations skills
necessary to raise the awareness of this worthy cause for it to be a financial success. As is often the case
with benefit events, there was no budget.
What made it more of a challenge is that one of the founders was suffering from terminal breast cancer
and ultimately passed away in September.
Based upon her personal experience with cancer and in spite of a lack of any budget, Holly offered to
help to take the 2010 show to “the next level”.
Strategy
Upon the completion of a situation analysis by Carter and Co., it was determined there were key
elements to the strategy of making The Pink Show a financial success:
 With no budget it was necessary to get donated services to create effective collateral material
that could be printed as needed for promotion of the event and sponsorship recruitment.
 The existing website was confusing and needed a total upgrade. Again, with no budget this
service needed to be donated.
 It was determined that an effective integrated social networking effort was necessary to help
raise the profile of the event..
 To raise the profile of the event add a silent auction and have a “VIP” pre-event reception and
recruit a high-profile local celebrity to appear at the show to create a “not-to-be-missed” event.
 Utilize personal contacts and effort to recruit high profile cash sponsorships.
 Establish cross-promotion partnerships and reach out to non-traditional partners.
 Create and air public service announcements and execute an extensive earned media effort to
raise awareness of the event and make it a financial success.
Results
High quality collateral material was produced including posters, postcards, a sponsorship package and an
updated website. The Pink Show was supported by 20 sponsors that included high profile corporations
and some non-traditional participants.
Cross promotion opportunities included traditional relationships with sponsors and non-traditional
methods such as a pink race car and a dedicated race at the Madera Speedway race track and a
partnership with the Fresno Grizzlies, a local professional baseball game
The promotion of “The Pink Show” included extensive earned media coverage via news stories,
appearances on local morning shows and on-air support from local media celebrities. In spite of
recruiting a major local media sponsor, Holly was able to also get extensive coverage from competing
outlets.
“The Pink Show” sold over twice the tickets of the previous year and generated thousands of dollars
for the beneficiary.
7948 N. Maple Avenue, #111, Fresno, CA 93720
(559) 321-8884  www.cartercoco.com  Holly@CarterCoco.com