UNCF SPOTLIGHT:
- RGM helped transform UNCF and its decades running telethon/fundraising special by streamlining, developing, and creating digital marketing campaigns for one of the most recognized college funding organizations in the world
- RGM created original promotions for “An Evening of Stars” tribute to Patti LaBelle, doubling the previous year’s rating for the tribute to Smokey Robinson. Then doubled them again for the tribute to Lionel Richie, then doubled them again for the tribute to Chaka Khan.
- Work with all marketing, promotion, management, and networks to expand promotion and audience reach. Develop promotions, graphics, video clip library, and cross-platform promotional campaigns on Facebook, YouTube, Twitter, and more.
- Work directly with UNCF management, A Louis J. Horvitz Production, talent, and broadcast TV stations nationwide
CLIENT SUMMARY:
An Evening of Star Tributes were UNCF’s biggest annual fundraising events, first premiering in 1980 as “The Lou Rawls Parade of Stars” Telethon. With the rising popularity of social media, streaming video, and targeted digital advertising, the pairing with RGM helped UNCF and A Louis J. Horvitz production double their TV ratings year-over-year.
Smokey Robinson, Patti LaBelle, Lionel Richie, Chaka Khan. The fans and global audience appeal and RGM’s targeted marketing campaigns helped make these shows draw their biggest audiences by incorporating all forms of digital audience reach into the show’s evolving formats.
RGM authored marketing campaign direction, influence donation site design, created ads, promotions, and promotional links. RGM’s decades of cross-platform marketing experience helped UNCF tell its story to the world and generate revenue to facilitate college educations.
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