MASON CREATIVE

BACKGROUND

Introduce your business and what you do there. 

I previously was the foundation coordinator at Park Nicollet Foundation, a healthcare philanthropy. My main role was planning our annual Gala.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with MASON CREATIVE? 

We’d previously had a full-time event planner on staff. After restructuring down to just an event lead, we decided to reach out to an event planner to help to fill that void. We wanted to find someone that was an expert in that arena and could help us come with new ideas.

SOLUTION

What was the scope of their involvement?

MASON CREATIVE did everything from our vendor negotiation (e.g., venue and food) and all the creative concepts. They’d bring us three different concepts for a theme of the event. We’d talk about it as a team and decide on one theme, which they would bring to life. They worked with any extras such as a painter they hired to create artwork during the reception that was then sold during the live auction. They also led all of the production. That included working with our team on scripting and the run of the show. They served as the lead point of contact with the production company on the night of the event. They took all the logistics off of our plate so that we could focus on sponsorships and fundraising. 

What is the team composition?

Char (owner, MASON CREATIVE) was our main point of contact. She had one member of her team who handled the run of the show and logistical timelines. She also had a catering lead and a volunteer lead.

How did you come to work with MASON CREATIVE? 

We interviewed a few different event consultants. We ended up choosing MASON CREATIVE because we really liked their approach. They looked at each event more strategically than we had in the past, and had some really creative ideas. We'd also be able to take advantage of their great connections in the industry.

How much have you invested with them?

I think our contract was for $50,000.

What is the status of this engagement? 

I worked with them from October 2016–2017. I believe they were planning to continue the relationship the following year after I left the organization.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

The overall quality of the experience we provided to our guests was greatly increased. Over the course of the year that we worked with MASON CREATIVE, our Gala raised $120,000 more than the previous year. What I really appreciate about Char is that she helped us rebrand our Gala to stand out in the market. There's a lot of healthcare Galas in the area. She helped us take a step back and not just do what we always did in the past. MASON CREATIVE led us through a strategic, creative brainstorming about our goals for the event, where we wanted it to go, and how we’d be different from the other Galas.

How did MASON CREATIVE perform from a project management standpoint? 

Their team is excellent. Char is super organized, which elevated our processes. We had access to MASON CREATIVE’s resources—such as spreadsheets—that they use for the run of shows. They brought a different level of sophistication to our team and how we worked with vendors. They also introduced best practices like providing amenities to our speakers in the green room. We didn't know that was the industry standard for taking care of talent. 

In terms of communication, we had in-person meetings once a month for the six months leading up to the event. In the final stretch, we met at least once a week. Char was very approachable in between meetings. I could reach her by email or phone or text, and she would respond within a business day. 

What did you find most impressive about them? 

MASON CREATIVE was able to get us out of the cycle of repeating what we’d always done in the past. They made our event stand out. Their creative strategy and branding process was really beneficial. In elevating our Gala to the next level, they helped us to increase our fundraising as well. 

Are there any areas they could improve?

If anything, I wish we’d had the money to have them do more of the planning for us. It would have been amazing to fully utilize the talents and services on their team. 

Do you have any advice for potential customers? 

Trust their process and be open to doing things differently. They do a lot of events throughout the year and can see trends across the market. Listen to their ideas and be willing to take some risks.

BACKGROUND

Introduce your business and what you do there.

I’m one of the owners and principals of JTH Lighting Alliance, a manufacturer's representative of architectural and commercial lighting and lighting controls, particularly LED lights.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with MASON CREATIVE?

We needed a partner to organize and throw an anniversary event that also positioned our business as a leader in the LED lighting and controls marketplace.

SOLUTION

What was the scope of their involvement?

MASON CREATIVE helped with the logistics of the evening, which included the attendance of 42 companies that we represent. It was an elaborate evening that required coordinating numerous people and materials. They created the color scheme, which tied everything together from the invitations to decorations.

To present our company as a leader of LED lighting technology, they created different experiences for our customers throughout the night. For example, they served bubble tea in lightbulbs, and the entire bartending and serving staff had t-shirts with our logo in LED lights or bowties with flashing LED lights.

What is the team composition? 

We worked with two people for the planning phase and a few others on the actual night of the event.

How did you come to work with MASON CREATIVE?

We’d worked with the owner before, and the engagement went incredibly well, so we decided to work with her again.

How much have you invested with them?

We spent around $40,000. 

What is the status of this engagement?

The engagement lasted from January–October 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Multiple manufacturers said that our event was the best commercial lighting show they’d ever been to. We received consistently positive feedback from customers and others who attended. They created an evening of technology, information, and fun that celebrated our industry.

How did MASON CREATIVE perform from a project management standpoint?

They were absolutely fantastic at project management. At one point, our venue made a mistake, and MASON CREATIVE dealt with the problem. They were organized and led us through numerous challenges, holding monthly meetings to keep everyone on the same page.

What did you find most impressive about them?

We never had to worry about any details. I was 100% confident that our event would be a success because of their efforts.

Are there any areas they could improve?

No. 

Do you have any advice for future clients of theirs?

Relate to them your vision, and then trust them to accomplish it. Make sure you have regular communication.