Our Case Studies
International Fund for Animal Welfare
The Assignment & Challenge:
AJ Events was hired in late September to work with the International Fund for Animal Welfare (IFAW) in a short period of time and create a highly visible fundraising event. Our first given goal was to raise $150k, second goal to launch a cause effort in Zimbabwe, third to conceptualize and execute every operational aspect of the event, and lastly, to create exposure to a new audience of 150 in Boston on November 1.
Event Execution:
Secured a deeply discounted contract for the event at the Taj Boston and secured a partnering relationship to include the residences at the Taj as special guests to attend the event. Created the theme, “Into the Wild,” a theme IFAW now uses nationally to promote the Zimbabwe project.
Secured local authentic African talent and curated a Vegan South African menu and South African music during the reception. Pitched, secured and managed media coverage pre, during and post event. Secured live auction items and enhanced packages by adding items that were priceless, unique experiences. Created a social media campaign pre-event and social media experiences during the event.
The Results:
SOLD OUT
AJ designed an elephant pedestal branded with IFAW’s logo which IFAW uses for all Into the Wild launch event across the country
Exceeded Revenue Goal by 100%
Generated just over $300K from the Live Auction
Social Media Impressions increased Online due to attendees posting the African entertainment and overall experience
Photos by: Bill Brett Photography
King Legacy Night
The Assignment & Challenge:
AJ was hired in late May, 2018 to work with MLK Boston, The Boston Foundation, and the City of Boston to conceptualize and produce a one time only, highly visible fundraising event with the goal to raise $1 million dollars to support the design and construction of the King Memorial on Boston Common in a short period of time.
Event Execution:
Conceptualized and executed every event component: Introduced the client to new donors, negotiated the contract with the venue and established a long-term partnering relationship with the Museum of Fine Arts. Developed and executed a fundraising campaign pre-event via sponsorships and individual donations (including activation), as well as on-site fundraising.
Managed tight set-up with multiple headline celebrity and entertainment rider requests while fulfilling the museum’s multiple restrictions on three floors. Handled event publicity and planned all cultivation events leading up to the Gala. Secured a high net diverse crowd, procured multiple headliners, celebrity Emcee and civil rights speakers. Created buzz, event design, provided a unique element to drive social media during event. Handled the full production and script writing, as well as run of show.
AJ suggested an organization name change, after learning more about the mission. They agreed to change MLK to KING Boston as the memorial is about the love story of both Dr. King and Coretta Scott King. Secured Earth, Wind & Fire, Esperanza Spalding, Tamron Hall as Emcee, and civil rights leaders per request, added a gospel choir and Pop Icon Taylor Dayne as well as Common to the line up without expanding the budget. Secured priceless, unique experiences as live auction items.
Enhanced the event experience by adding an interactive 3D video Instagram component during the event. Created a social media campaign pre-event and social media experiences during the event.
The Results:
Raised $1,475,000 in under 6 months including $500k night of during the live auction
Added a surprise performance by Common which added energy resulting in high donations
Received countless press in every major magazine, daily newspapers and TV news outlets night of
Generated Significant Media Impressions Online and Print with Instagram Video Experience
The event hashtag, #KingLegacyNight, was used throughout the evening and earned the number one placement for top trending Massachusetts hashtags that night. Even Common, Taylor Dayne and other notables used this hashtag increasing impressions and exposure for the King Memorial on Instagram, Twitter and Facebook
Most diverse attendees for a highly visible, high-end event in Boston
Exceeded Revenue Goal by 50%
Photos by: Kerry Brett Lifestyle Portraits, Bill Brett Photography, Michael Blanchard Photography, and Binita Patel Photography
Mayor’s Gala, We Are Boston
The Assignment & Challenge:
The annual We Are Boston Gala attracted nearly 700 from diverse communities, to celebrate Boston’s immigrant contributions, provide an environment of inclusiveness, and highlight the remarkable talents that have made immigrants so integral to the fabric of the City of Boston. AJ Events was hired to work with Mayor Marty Walsh and the Mayor’s Office of Immigrant Advancement (formerly New Bostonians) to create a highly visible event, execute a new event design for its 10th anniversary event, and assist in sponsorship.
Event Execution:
After diving into the gala’s history, we implemented a strategic plan for growth, exposure, and increased funding. Our campaign began with strong messaging on immigrant contributions in Boston and promoted an elevated, inclusive event full of multi-cultural performances. We conceptualized and executed every aspect of the event including: headline entertainment, fundraising (sponsorship and live auction), committee management, décor, script writing, menu planning and catering, ticket sales and registration, public relations, security, audio visual, graphic design, transportation, and run of show.
We solicited, secured, and increased corporate sponsorships, new and past. With our guidance we were able to secure an A-list corporate committee to assist in our fundraising campaign. We secured Bob Reynolds, CEO of Putnam Investments and Jim Rooney, President & CEO of the Boston Chamber of Commerce as Co-hosts, Janet Wu as the Mistress of Ceremonies, and secured 4 celebrity chefs to cook at the event.
Live auction donations secured by AJ were priceless experiences. We moved the gala to the Fairmont Copley Plaza for a more accessible venue for guests and media. We secured Grammy award winner, Vanessa Williams to create media buzz and generate revenue via sponsorships. We secured 15 multi-cultural local talent to perform throughout the night. We also created a social media campaign pre-event and social media experiences during the event.
The Results:
Event generated incremental media impressions Online, print and TV
Increased attendees to over 1,000
VIP event for 300 people SOLD OUT within a week of delivering invitations, creating demand and drove incremental donations
Social Media presence and impressions exploded Online, the client was still receiving retweets and posts from the event a year after
Exceeded revenue goal by over 200%
Generated $85K night of during the Live Auction
AJ Events was rehired for the next 3 years
Photos by: Cheryl Richards Photography
Living Legends Gala
The Assignment & Challenge:
Living Legends Gala is an annual fundraiser held in December to support the Museum of African History in Boston and Nantucket. The gala is the museum’s largest fundraiser and over the past 5 years the gala became stagnant and donors decreased. The Museum turned to AJ Events with the hopes that we could increase fundraising, reduce expenses, expand partnerships and sponsors and ultimately maximize revenue in addition to producing the gala.
Event Execution:
We listened to the Museum’s overall goals and future plans. With a tailored and strategic approach, we developed an event plan and fundraising campaign for the 2018 Gala. AJ Events secured and managed an event committee and co-chairs, Living Legend award recipients US Attorney General Eric Holder and Black-ish star, Anthony Anderson which created buzz and star power. We solicited and secured corporate sponsorships, new and past, as well as handled the overall event logistics including program script writing which added better content to the Gala. Guests learned more about the Museum and black history in Massachusetts. With our Guidance in 2018 we were able to increase their fundraising goal which created energy for the 2019 Gala.
As a result the Museum rehired AJ Events in February 2019. AJ then created another fundraising event in June to support the Nantucket site. The event was called Night in White and in just a few months we executed a must attend event on the island of Nantucket. Anthony Anderson returned to host the Gala in Boston as host and the event sold out even though we doubled the ticket price. At the end of the year, AJ Events raised $750,000 in 2019 for the Museum.
The Results:
The results were substantial
SOLD OUT all 3 events
Created needed exposure for the Nantucket site
Increased the level of attendees for the Boston Gala
Raised Sponsorships in the amount of $100k in a short 2 months prior to event date and $150k during the live auction
New key corporate partnerships were established
Engagement increased due to storytelling
Raised $1,090,000++ to date and counting
Received countless media in Boston and Nantucket
Momentum was built to carry the Museum forward into the next decade
Photos by: Michael Blanchard Photography
School the World Gala
The Assignment & Challenge:
School the World hired AJ Events to produce a high-quality fundraising gala in the fall to celebrate their 10th anniversary. In the past, they hosted an annual small event that raised approximately $60k. AJ Events was challenged to create an event experience that created exposure to a new audience while cultivating old relationships and raising dollars needed for its mission. Expectations were to include conceptualizing a Central American themed event, providing an event strategy to increase exposure, as well as raising $250k.
Event Execution:
AJ Williams identified several factors that could be leveraged to enhance the impact of the gala. We implemented several strategies to create an upscale, highly anticipated gala event to court major donors and potential sponsors to increase event revenue. AJ’s plan included adding an interactive live auction component – and it worked. The live auction provided a range of diversely valued luxury items that ensured higher bidding.
The Results:
Exceeded Revenue Goal - Raised $400k
Live Auction Donations Secured by AJ were Priceless, Unique Experiences
Generated $91k night of from the Live Auction
Photos by: Binita Patel Photography
Biotech Week Boston
The Assignment & Challenge:
Launch Biotech Week Boston, an Informa event, a compilation of 4 annual conferences into one innovative festival style conference event with international attendees. Responsible for executing the 4 individual events as one destination conference with branding and marketing solutions in addition to event logistics. Work with the Sales “SPEX” team to provide opportunities to increase exhibit sales and provide experiential components and assets to increase sponsorship sales. Execute all breakouts and events, as well as conceptualize new special events for Biotech Week Boston.
Event Execution:
Plan, visualize and will execute every operational aspect of the event including: fundraising consultation, speaker management, headline entertainment, contract negotiations for multiple hotel room blocks and a 5-year BCEC contract to reflect growth with terms, conference and publicity management, décor, menu planning and catering for 4,000+ people, transportation, Sponsor activation, vendor management, registration, security, sound, and run of show. Secured Westin Waterfront as the host hotel with 88%+ occupancy - (first time host hotel for client due to proper planning by AJ - first year as client). As a result the client/event will have more sellable opportunities and the event had easy access to BCEC which improved attendee experience. Recommended branding solutions including an interactive Exhibit Hall, interactive programs and layout to increase attendee experience and content, and implement a buzz worthy event concept “Party in the Park” to create media buzz and generate revenue via sponsorships, tickets sales, and most importantly properly brand its new scope of event - Biotech Week Boston.
The Results:
Sales Team has greatly increased multi million dollar sales from last year
Secured a 5 year contract with the Convention Center (BCEC) with increased discounts, waived fees, additional or waived terms, and increased concessions
Overall Biotech Week Boston improved the attendee experience
Secured a 3 year contract with room rates averaging $109+ less per room night, waived room delivery fees and increased concessions
The tented and experiential outdoor event, “Party in the Park,” for 3,000 attendees, held at the Lawn on D, increased sponsorship and ticket sales
Created media buzz with a performance by The Eagles
“Party in the Park,” properly branded its new scope of the event and was the highlight Biotech Week Boston
Biotech Week Boston now offers a one-of-a-kind hub experience for science, technology and business fosters cross-discipline interaction and collaboration to break down silos and spark change. The event showcases the most comprehensive science, innovative technologies and impressive partners. By connecting the science of healthcare to the business of healthcare, Biotech Week Boston brings a unique experience to the global life science industry, spotlights technical scientific excellence, and targets business imperatives from bioprocessing to drug delivery to the future of clinical trials.
Photos by the team at: Frankmonkiewicz.com Photography
Mercedes-Benz of Burlington
The Assignment & Challenge:
AJ Events was hired just over 3 months to fully execute the launch of the Mercedes-Benz of Burlington. We had to create a press-worthy event for the area to remember that would include a Herve Leger fashion show with “the shoes with red soles” and a sports component. In addition, to give back to the community, the request included adding a fundraiser to support the Lahey Hospital & Medical Center. The client also challenged AJ to establish partnering relationships with Burlington’s top businesses and handle permitting for a one time event for a newly constructed building.
Event Execution:
Our team hit the road running with ideas that included partnering with Neiman Marcus to showcase the Herve Leger and Christian Louboutin Show. We created an exclusive event boxed invitation within and wrapped around their luxury coffee brand to Mercedes-Benz’ VIP clientele and another digital version of the invitation to create event buzz. Provide a plan to build a temporary wall appearing as a permanent structure in their drive in area which we transformed to branded dine-around environment featuring the area’s top restaurants. We solicited and secured 3 bucket list items including a magnum Balthazar wine with an exclusive ruby from a local jeweler. Created a socialite and business leader committee to create even more buzz. Handled press, room blocks at Burlington Marriott, executed all facets of permitting (ISD, Health, Fire, Alcohol, Special Affects, Tents, EMS, Stage, Temp Structure, Capacity, Entertainment) with the Town of Burlington. In addition to the extreme logistics we handled content, graphics, PR, complex Valet plan, fashion show production, entertainment, guest list management, fundraising, luxury gifting for all cars, and event decor.
The Results:
Received countless press in every major magazine, daily newspapers, and every TV news outlet night of
Generated Significant Media Impressions Online with Instagram, Facebook and Twitter
SOLD OUT crowd with guests dancing an hour past event end time
RAISED approximately $150k+ night of during the live auction from 3 items in a standing only environment
The event is still talked about to this day
Photos by: Elevin Studios
NiSHA’s un-Leashed Gala, Nantucket
The Assignment & Challenge:
AJ Events was hired on the spot to fundraise, brand and elevate the event experience for Nantucket Island Safe Harbor for Animals’ (NiSHA) annual fundraiser, although NiSHA had already hired a local planner. The event lost their $50k sponsor and this event is one of their main sources of fundraising. Services started with fundraising consulting and a goal setting session to increase needed dollars. The event is heavily themed on a garden party and its mission around animal shelter and welfare for animals and families for the community of Nantucket. The event had inconsistent event names and logos, so we conceptualized an “Animal Wonderland” event theme where guests could bring their pets (an added component we suggested) and renamed and designed the logo for the event to “un-Leashed!” We launched a campaign to create buzz for the new event brand and opportunities for funding. We worked with NiSHA’s Executive Director on an event strategy to tap into the relationship of their top funder and it worked. We worked with the event’s committee and co-chairs on auction management and event promotions to keep them engaged in the process. The event design, program, event publicity, and graphics were handled by our team. As a part of the night of event, we coordinated timelines, registration, solicited and secured auction items and donors, program scripting for all speakers, stage management, design of the PowerPoint slides, night of live auction fundraising, the fundraising script, overall logistics, activations on-site, volunteer training, and VIP handling.
The results:
Created buzz and media
Elevated overall attendee experience for people and their pets
Increased the level of attendees
Raised $176k night of during the live auction (in 2018 they raised $106k)
Raised a total of $390k
Photos by: Katie Kaizer Photography
Shiny Disco Ball
The Assignment & Challenge:
AJ’s former wedding client, asked AJ to plan a 50th party for his wife with surprise elements. Meaning she knew the date, the venue, the theme, the guest list, and the time to show up for dinner. The challenge planning for the birthday gal was she was quite inquisitive not only with the planner but her friends so we had to keep details a secret and surprise the guests as well. Planning events for the couple in the past, we knew what she liked for design and experience. The intimate party featured a disco ball themed event with the goal to surprise the celebrant. The milestone event was held at the Four Seasons Hotel in Boston and the exact location at the hotel was unknown to guests until arrival.
The Outcome:
The party’s fabulous design and detailed décor, including the cake design were all executed by AJ Events. Upon arrival guests were guided to the One Dalton Four Seasons model suite (new Boston hotel), now event space (first event held in space). Guests dined at a mirrored tabletop covered with lush pink, red and purple floral centerpieces adorned with disco balls and clusters of assorted silver ornate pillar candles. The setting included a disco ball round menu topped with a personalized laser cut mirror place card. After dinner, the celebrant was surprised with a disco dance party. Walls were covered with iridescent foil fringe curtains, large headshots of the guest of honor, rimmed with a mirror frame, as well as laser cut mirror signs: “Shiny Disco Ball” and “Sherry Baby.” Guests danced on top of an eight-foot round custom riser topped with the party's disco ball graphics, which were perfect prop for photos. Guests also danced under with a cluster of (of course!) Shiny Disco Balls. Tufted lounge furniture blended perfectly with this flawless theme as guests nibbled on sweet treats from the 70s made by the Four Seasons, like Susie Qs, Ding Dongs and Twinkies. An elegantly-Chanel themed, three-tier cake topped with a Sherry figurine on top next to a chocolate Stiletto, the celebrant’s favorite things (fashion and shoes). Cake made by the legendary Jacques Pastries. Photographer Michael Blanchard snapped all the angles of this disco-filled affair.
The results:
A more than happy client
Lots of kudos from the guests
Photos by: Michael Blanchard Photography
