the job’s not done without a proper launch

When a tree falls in the forest, does it make news? The full realization of a new idea – website redesign, corporate rebranding, new product – needs a proper introduction. San Antonio Shrine Auditorium launched its new brand with an elaborate open house, introducing itself to the business community with great style.

giving the new brand a coming-out party

Seeking to increase facility rental revenues, the Alzafar Shriners engaged esd&associates to market the Auditorium. esd’s rebranding effort features a new identity for the auditorium, a huge new sign overlooking Loop 1604, a web and social media presence and an aggressive direct sales campaign targeting the event planning industry.

inviting all the right people

esd prepared the launch with weeks of list research, targeting a campaign of traditional invitations and eblasts. The meeting industry in San Antonio is a defined market – we wanted to make sure that news of the launch reached not just companies, but the key decision-makers in the companies. A combination of sophisticated Internet research and old-fashioned shoe leather direct contacts ensured a high-quality crowd for the event.

a gracious greeting

More than 200 people came out for the launch – caterers, meeting planners, news media and entertainers all toured the venue, dressed out in elegant style, with each of the facility’s three rooms decorated in different styles, and different configurations. The main auditorium was set for a banquet (plenty of room on the dance floor as Bobby Aragon sang jazz with his trio), the Terrace Room was lined up for a meeting, and the Parlor was set up as a posh lounge with a cityscape and instrumental disco music. Everyone was impressed – esd facility management representatives made lots of great contacts and walked away with at least six requests for formal proposals.

launches are not last-minute considerations

Launches take various forms – you can have a party, you can host a news conference, you can conduct a complete advertising campaign. The launch should be part of your planning from the beginning of a project. Because new ideas need introduction, and a well-planned campaign makes the world sit up and take notice.

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