STRATEGY AND TACTICS
GPR ideated, presented and organized the Men of Style concept. The strategy was to engage local charities who would select leading men to walk the runway and showcase fashions from mall retailers. Charity selection was key, and the event structure needed to be flexible to allow for nonprofit organization input as to the cost of tickets, choice of men of style and event logistics. A viable tactic was grassroots marketing with the philanthropies leading the way to promote the event and sell tickets to their supporter base. The chosen “men of style” were also part of the plan as they would rally friends, family and work associates to engage, support and be present at the event. Sponsorship development and media partnerships were crucial cornerstones of this effort as they provided both funding and complementary advertising. A leading news anchor to host the runway show would also add credibility and excitement.
Years later, the event continues to be a major success and has grown from five to 12 charities. 2020 was the 14th year of this highly successful sold out event that has become a local tradition, drawing 900-1,200 people and raising nearly $100,000 a year.
Title and presenting cash sponsors plus in-kind contributions help fund the event. A kick-off party two months prior to the event was established and underwritten by a leading restaurant. As many as 15 restaurants donate their time, food and staff to provide delicious food during the event.
GPR continues to coordinate the effort and be the lead contact for the 12 charities on behalf of the property. GPR handles all PR and marketing elements, as well as produces all the promotional materials and coordinates the runway show. GPR works side-by-side with The Galleria at Fort Lauderdale to orchestrate a seasoned event, handle décor planning and court valued sponsors.
The marketing and PR results are impressive at over 25 million impressions. A partnership with a strong lifestyle magazine results in a pre-event six to eight-page fashion spread showcasing the Men of Style and fashions from assorted mall retailers. This partnership also offers editorial and social media support at no cost to the property. A popular TV news anchor hosts the runway show which typically garners post event TV coverage. The community reach is immeasurable with 12 charities and 12 leading men promoting the event via eblasts, social media and word of mouth further solidifying The Galleria at Fort Lauderdale as a household name.