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Kennedy Krieger Institute's Festival of Trees 2020

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Kennedy Krieger Institute's Festival of Trees 2020 Sponsorship Opportunities for Kennedy Krieger Institute’s Festival of Trees 2020 November 27–29, 2020 FestivalOfTrees.KennedyKrieger.org • KennedyKrieger.org facebook.com/KennedyKrieger • youtube.com/KennedyKrieger WELCOME TO THE 2020 KENNEDY KRIEGER INSTITUTE FESTIVAL OF TREES HYBRID EXTRAVAGANZA EXPERIENCE!! This year, Kennedy Krieger Institute’s eagerly anticipated Festival of Trees, the East Coast’s largest holiday extravaganza, will be a hybrid event, integrating interactive and virtual aspects to create a unique, accessible event that safeguards the health of attendees, staff members and volunteers. Clearly, this year is unique. We have responded with creativity and commitment to the event and our community of families. This year's format creates a special opportunity for sponsors to not only reach loyal Festival of Trees families and attendees while they are at home on the holiday weekend, but also broaden the exposure of their brand to families across the nation. The reputation of our event allows us to proceed with confidence and innovation. We ask that you join us. Festival of Trees 2020 will combine the traditional fun and holiday excitement of hundreds of one-of-a-kind designer-decorated trees and wreaths for viewing and sale with a wide selection of amazing online auction items, ranging from statement jewelry pieces and local sports team memorabilia to valuable entertainment and getaway packages. All proceeds will benefit the more than 25,000 kids and families Kennedy Krieger serves each year. Festival of Trees has been, and will continue to be, an opportunity for sponsors to connect with individuals and families across the region—and this year, across the nation as well. The hybrid event will include an interactive Event Experience Portal, accessible on the three days following Thanksgiving for 24 hours each day, where folks from nearly anywhere can join in the fun! Our supporters, visitors, and patient and student families from California to Cockeysville will be able to visit the portal, watch Festival entertainment, view and purchase trees and wreaths, bid on auction items, and even have their picture taken with Santa! There are opportunities for sponsoring each section of the Festival of Trees 2020 Event Experience Portal, depending on the sponsorship level you choose. Your brand could have top billing for Santa photos, the online auction or the holiday shopping section of the portal. There are also video opportunities: A video about your organization could play alongside one of the virtual experiences that families will be having at the Event Experience Portal during Thanksgiving weekend! If you are a returning sponsor, thank you so much! We know you’ll be pleased with the expanded reach your brand will have this year. If you are new to sponsoring Kennedy Krieger’s Festival of Trees, then you have chosen the perfect year to join the fun! And if you don’t see exactly the mix of sponsor benefits you’d like to have, please contact us. eW welcome the opportunity to put together a custom package that best meets your needs. Join the Festival of Trees 2020 fun. This year above all, families are looking for fun, safe ways to kick off the holiday season. Kennedy Krieger’s Festival of Trees hybrid extravaganza experience will be the place to be and for your brand to be seen in an environment where people are looking for activity, content, engagement and joy! EVENT OVERVIEW The magical setting of Kennedy Krieger Institute’s Festival of Trees, the largest family-oriented holiday festival of its kind on the East Coast, provides the perfect opportunity for your organization to connect with children and families in the greater Baltimore metropolitan area. The focal point of the event is the display and sale of more than 800 spectacular holiday trees, wreaths and gingerbread houses created by local businesses, individuals, schools and community groups. Additional attractions include live holiday entertainment, seasonal merchants and photos with Santa. One of the event’s most popular area is SantaLand, a carnival-style experience for children featuring games, crafts and more. The Festival is planned and implemented by more than 1,000 caring community volunteers and staff members who give generously of their time and talent. Held annually during the three days after Thanksgiving at the Maryland State Fairgrounds, and now in its 31st year, the event has become an eagerly anticipated holiday tradition for families throughout the Mid-Atlantic region, with an annual attendance of more than 50,000. Since it began in 1990, the Festival has welcomed more than one million visitors. Festival of Trees benefits the more than 25,000 children, adolescents and adults with diseases, disorders and injuries impacting the nervous system served by Kennedy Krieger each year, by raising funds for patient care, education and research. Since its inception in 1990, Festival of Trees has raised more than $24 million to support these important programs. ORGANIZATION OVERVIEW Kennedy Krieger Institute’s mission: To transform the lives of children, adolescents and adults with diseases, disorders and injuries impacting the nervous system through groundbreaking research, innovative treatments and life-changing education. Since its establishment in 1937, Kennedy Krieger Institute has become an international leader in pediatric healthcare for its delivery of patient care, research, special education, community and training programs that benefit children and adolescents with developmental and physical disabilities. Annually, the Institute treats more than 25,000 children whose diagnoses include autism spectrum disorder, cerebral palsy, Down syndrome, spina bifida, traumatic brain and spinal cord injuries, and a host of other disorders ranging from mild to severe. The scope of the Institute is part of what makes it unique. Kennedy Krieger offers more than 80 outpatient programs and clinics, a licensed 70-bed hospital, telehealth appointments (more than 5,000 a week), special education schools serving students with complex disabilities, and myriad community- based programs. Every year, the need for our services continues to grow. 2020 EXECUTIVE SUMMARY WHERE Event Set-Up and Staging Maryland State Fairgrounds – Cow Palace 2200 York Road Timonium, MD 21093 Event Viewing and Participation From the comfort of your home, access the Event Experience Portal by visiting: FestivalOfTrees.KennedyKrieger.org WHEN Friday, November 27 – Sunday, November 29, 2020 Some Event Experience Portal content will remain accessible after November 29. WHAT The 31st annual Kennedy Krieger Institute Festival of Trees is an exciting holiday-themed event that raises funds for Kennedy Krieger’s patient care, research, special education, community and training programs. The Institute serves more than 25,000 children, adolescents and adults with diseases, disorders and injuries impacting the nervous system each year, and is internationally recognized for exceptional patient care and research. With a total annual on-site attendance of more than 50,000, the Institute’s Festival of Trees is the largest family-oriented holiday festival of its kind on the East Coast, and has become a holiday tradition eagerly anticipated by families throughout the Mid-Atlantic region. PURPOSE To raise more than $1 million for Kennedy Krieger Institute to help transform the lives of children, adolescents and adults with diseases, disorders and injuries impacting the nervous system. PROMOTION The event will be promoted through paid and partnership advertising and public relations beginning three weeks before the event. Distribution channels will include print, radio, television, cable and social media outlets. The event will also be supported through direct mail, corporation and community newsletters, and the internet. GENERAL ADMISSION PRICE FREE online access to all, to maximize participation in 2020. PROMOTIONAL CAMPAIGN Festival of Trees is an iconic event, and the Institute will be creative and proactive in its pursuit of promoting this event at this unique time. The 2020 Festival of Trees will be extensively promoted through paid and donated media placements, an aggressive public relations and social media campaign, email marketing, and the Festival of Trees promotional website. The media package is broad-based, reaching virtually all demographics. ADVERTISING The 2019 Festival of Trees marketing plan included placements with the following media outlets, which generated nearly 15 million impressions in the Baltimore metropolitan area: • Baltimore Business Journal • Macaroni Kid • Baltimore Fishbowl • MTA • Baltimore Magazine • Talk Radio 680 WCBM • Baltimore Sun Media • Towson Times • Baltimore’s Child • Washington Parent • Carroll County Times • Wedding411 • CertifiKID • What’s Up? Media • CITYPEEK • WJZ-TV (Channel 13) • Comcast • WQLL (Q1370) • DowntownDiane.net • WTMD • Howard County Times • WYPR PUBLIC RELATIONS A comprehensive campaign will be developed to ensure that the event and its sponsors receive maximum exposure. This will include calendar and news releases, as well as media pitches that will result in story/interview placements. In 2019, the public relations campaign for Festival of Trees resulted in 150 media hits, 45 mentions on four Baltimore TV stations and more than 46 million impressions. The following television and radio stations contributed coverage of the event in their newscasts: • 89.7 WTMD • Mix 106.5 • 93.1 WPOC-FM “Maryland Today” • MTA-TV • 98 Rock • Today’s 101.9 • 105.7
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