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Client: Mid-American Printing Systems, Inc.

Objective: To organize and run a public relations event announcing the addition of Staccato, a new printing process to Mid-American’s present and potential customers.

Strategy: (1) Hold event in The Museum of Contemporary Photography. This venue was especially attractive to customers interested in great photography and in need of a process that reproduces photos and art work better than conventional methods. (The venue itself would thus reinforce the advantages that Mid-American’s new process offered its customers.)

(2) Use the event as a fundraiser for a popular cause – The Make-A-Wish Foundation. This would add an altruistic dimension to the event and also allow Mid-American to get some additional exposure on the Make-A-Wish Web site.

(3) Hold a raffle for a camera (again emphasizing the tie-in to photography) and use the business card/raffle entries to create a contact list for future use by sales people.

(4) Enhance established customer relationships and initiate new ones in a congenial, upscale setting.

Results: The event was a terrific hit with the attendees and the response rate to the invitation was quite high. Out of 500 people invited, over 100 attended. They all were impressed by the Museum, the food, drinks, live jazz pianist and the special display demonstrating the advantages of Staccato printing over conventional methods.