The campaign What’s the Magic Word? launched in three phases. Throughout the campaign, HSBY offered special offers and prizes to help generate excitement and widen the audience.
- Phase 1, pre-campaign, focused on reconnecting alumni with the school. Once reconnected, the alumni were compelled to join the event.
- Phase 2, the pre-launch, offered early access to previous attendees.
- Phase 3, the public launch, included an early bird special.
The Results
- The event sold 484 tickets from alumni, the parent body, and the broader Chicago community.
- HSBY raised approximately $293,785, exceeding the previous year’s $275K.
- The audience responded positively and provided encouraging feedback.