Sohn's idea contest raises profile of annual investment conference

In support of pediatric cancer research institutions in the New York City area and quality-of-life efforts for children with cancer, the Sohn Conference Foundation sought to raise awareness of its annual investment conference, drive ticket sales for the event, and promote the foundation's charitable giving.

Client
Sohn Conference Foundation (New York)
Agency
Ogilvy Public Relations and Group Gordon (New York)
Campaign
Investment Idea Contest
Duration
November 2012-May 2013
Budget
Approximately $200,000

In support of pediatric cancer research institutions in the New York City area and quality-of-life efforts for children
with cancer, the Sohn Conference Foundation sought to raise awareness of its annual investment conference, drive ticket sales for the event, and promote the foundation's charitable giving.

Strategy
The foundation launched its Investment Idea Contest offering investors a unique opportunity to be recognized by industry leaders.

The initiative would establish the foundation's presence on social media channels and attract key media to publicize it as a charitable leader for pediatric cancer research.

Tactics
The foundation used its Twitter and Facebook pages to promote the event. Content included promotion of the idea contest and highlights of social initiatives such as the Lion's Den, a playroom for children living with pediatric cancer.

CNBC was secured as the exclusive broadcaster during the conference and for pre- and post-conference coverage of the event. A partnership with StockTwits was established for further promotion and attendees used the hashtag #Sohn2013.

The speaker lineup featured 15 of the world's savviest investors including William Ackman, CEO of Pershing Square Capital Management.

Results
The contest was featured in Business Insider and Barron's. The event was covered in outlets such as The Wall Street Journal, Bloomberg Businessweek, and Forbes. This year's conference attendance increased 12.5% compared to 2012.

On the event date, the conference was the top trending topic in New York City on Twitter.

Future
Ogilvy PR and Group Gordon aim to have one-third of attendees pre-registered for the 2014 conference.

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