Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The partnership between the historic Hamilton Hotel and the non-profit organization March Fourth for the "2 Days of Impact in D.C." event aimed to create a meaningful platform for advocacy and awareness surrounding the critical issue of gun violence in America. Marking 20 years since the expiration of the federal assault weapons ban, the event sought to drive public and political attention toward reinstating the ban.
The marketing goals were: (1) Amplify the Voices of Survivors: Highlight the human impact of gun violence by connecting survivors of mass shootings with high-profile celebrities and influencers, fostering empathy and a call to action through personal stories. (2) Raise National Awareness: Partner with CBS National to broadcast survivor stories from Hamilton Hotel on February 15th, 2024, significantly expanding the reach and raising public consciousness around the need for legislative change. (3) Foster Collaboration: Bring together celebrities such as Melissa Joan Hart, Wilson Cruz, and Whitney Port, along with nonprofit organizations and media outlets, to amplify the message and increase the event’s reach and impact. (4) Position Hamilton Hotel as a Catalyst for Social Change: Establish Hamilton Hotel as a community partner and venue for socially impactful events, enhancing its reputation for supporting crucial societal conversations and fostering meaningful social change.
The focus of this event went beyond financial goals, centering on creating lasting social impact through advocacy and public awareness surrounding gun violence.
The focus of this event went beyond financial goals, centering on creating lasting social impact through advocacy and public awareness surrounding gun violence.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The "2 Days of Impact in D.C." event successfully met all key goals, advancing the advocacy objectives while positioning Hamilton Hotel as a socially conscious venue. The event garnered significant national attention, especially through the CBS National coverage reaching 91M+ viewers, which broadcasted interviews between survivors and celebrities, expanding awareness of the need for a federal assault weapons ban.
Though the event’s primary objective was advocacy, it also generated notable business outcomes for Hamilton Hotel. Post-event, the hotel saw $30,000 in future revenue, including $14,000 in food and beverage revenue and $16,000 from guest room bookings. This partnership has established Hamilton Hotel as a venue for hosting important social causes and reinforced its relationship with nonprofit organizations.
Social Media Impact: The event’s reach was significantly extended through social media, with key influencers such as American Actress Jeanine Mason, Communications Consultant Alexia Marchetti, Movie Executive Dana Gordon, Co-Founder of Big Little Feelings Kristin Gallant, Internet Personality Katie Grossbard, and Actress and Activist Candice King helping to generate nearly 15 million impressions. This extensive coverage amplified March Fourth’s message and further positioned Hamilton Hotel as an advocate for meaningful social issues.
Ultimately, while the event primarily supported March Fourth’s advocacy work, it also demonstrated the hotel’s ability to build meaningful connections and increase community engagement while yielding long-term business benefits.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
Hamilton Hotel did not set a revenue goal for this campaign, as the primary objective was to align with the advocacy work of March Fourth. With an initial investment of $3,000, the event resulted in $30,000 in future business from food and beverage sales and guest room bookings during an overnight event from September 11th to September 13th, 2024, providing a strong financial return.
More importantly, the true ROI came in the form of long-term business opportunities, strengthened relationships with influencers and nonprofits, and enhanced brand positioning as a socially responsible hotel. This event solidified Hamilton Hotel’s reputation as a venue for social advocacy, laying the foundation for future collaborations that will continue to generate both social and financial returns.
Entry Title
March Fourth x Hamilton Hotel
Division
Public Relations/Communications - Special Event
Category
Public Relations/Communications