Case Studies in Marketing

utilizing BRAND EQUITY

Pasadena Showcase House for the Arts
Developing a Sponsor Program

Articulating the Value

Pasadena Showcase House for the Arts, an all-volunteer organization, has been staging an exceptional home with outstanding interior and exterior design each year for over 40 years. The event draws crowds of 40,000 or more each spring and attracts national and local media attention. Patrons come back year after year. Proceeds support arts and music education; PSHA has given over $17 million to arts and educational institutions.

Creating the Strategy

SAI saw an opportunity to attract more corporate sponsors to the event, raising more revenue for PSHA’s SAI articulated the brand identity and a variety of exposures for sponsor opportunities, categories of sponsorship and a list of potential sponsors. SAI also reviewed long time relationships with strategic partners to maximize exposure the partners could bring to the House, and created an advertising plan to maximize awareness and sales.

Realizing the Goal

Sponsorship income more than doubled, and sales increased to record high levels even though the economy was just emerging from the recession.

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