Case Study Macmillan Cancer Support at the Caffè Culture show
Company Name Macmillan Cancer Support Company Description Macmillan Cancer Support improves the lives of people affected by cancer by providing practical, medical and financial support and pushing for better cancer care. Event Caffè Culture Event Description Caffè Culture, organised by Upper Street Events, is the leading trade exhibition exclusively catering for Europe s growing cafè bar market.
Objectives Macmillan Cancer Support hosts annually the UK s largest consumer fundraising event within the food and drink sector called The World s Biggest Coffee Morning. The event encourages businesses and the public to host coffee mornings on the last Friday in September to raise money. Macmillan Cancer Support wanted to make contact with a range of independent and multiple coffee bars and cafés to further promote and encourage involvement in the World s Biggest Coffee Morning. The cancer care and support charity wanted to meet with suppliers to the industry to create promotional partnerships to further increase fund raising opportunities from the initiative. In 2007 over 7.7 million was raised and the 2008 event target was set to achieve over 10 million, with over 2 million people taking part at 55,000 coffee bars, cafés, offices, homes and schools.
Event Strategy The Caffè Culture event attracts over 4,300 owners and managers of coffee bars who match Macmillan s target market. The event organisers, Upper Street Events, worked to tailor a sponsorship package of the Caffe Culture Theatre that would meet Macmillan s objectives. To create on-site awareness the Caffè Theatre was located at the heart of the event ensuring standout branding for The World s Biggest Coffee Morning. Each theatre audience was provided with information about the initiative via plasma screens and Macmillan s team hosted a presentation every day to encourage people to host their own coffee mornings. To support the Caffe theatre, the pre-registered database was contacted to arrange one-to-one meetings with key target companies at the Macmillan stand during show. Caffè Culture s marketing campaign was fully utilised to promote Macmillan s involvement though logos on all collateral, dedicated press releases, web activity and access to the event database.
Results Macmillan Cancer Support were extremely pleased with the results and the return on investment which exceeded their ambitious targets for the event. Mentions of the sponsorship activity appeared in over 15 articles within the trade press. Over 400 new contacts were made at the event, with 70 new partners secured within a month of the show. The one-to-one meetings created significant deals with Sainsbury s, B&Q, Coffee Republic and Ikea.
A word on success
A spokesperson for Macmillan s said, Sponsorship and a central presence at Caffè Culture proved an incredibly effective way of generating awareness among our target audience of owners and managers of coffee bars and cafes. The event was the ideal way to interact with the right people and build the personal relationships that were so crucial to our goal of creating the World s Biggest Coffee Morning and improving the lives of everyone living with cancer. Elliot Gard, event director of Caffè Culture, Upper Street Events, concludes, Working with Macmillan proved to be a highly successful partnership. Caffè Culture was the perfect platform for Macmillan s to build long-standing relationships with key industry figures in preparation for staging the Worlds Biggest Coffee Morning, the third largest national charity event.
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