Event Promotion & Marketing

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CowParade Denver

As the event organizer for CowParade Denver, CSG worked with many agencies to create an award winning advertising and marketing campaign. Collateral produced is listed below.

Grazing Guide

To kick-off CowParade, CSG printed 150,000 “Grazing Guides,” a 24 page, four-color, glossy digest size (4.375” x 8.375”) document.  The Denver Newspaper Agency inserted 100,000 copies into designated zip codes within the circulation of the Denver Post and Rocky Mountain News on July 21, 2006.  An overprint of 50,000 guides were distributed throughout the summer at all pasture host locations, the Convention and Visitors Bureau, the Colorado Convention Center, Denver International Airport and select retail locations.  Contents of Grazing Guide featured a map of each pasture location, an overview of CowParade, a complete listing of cow name, artist and sponsor for each cow, a description of Cows in Schools program, CowParade Denver Charity Auction details, a sponsor thank you page and ads from top level sponsors.

CowParade Promotional Poster

To further promote the CowParade Denver, public art display organizers printed 1,000 11” x 17” four-color, glossy posters.  These posters appeared at the shuttle stops along the 16th Street Mall and in store windows of businesses located in pasture host areas, sponsor company’s and friends of CowParade.  The poster included the following sponsor logos: United, Stapleton, Colorado Beef Council, Macy’s, The Denver Post, Rocky Mountain News, Smooth Jazz 104.3 and 9News.

Charity Auction Save the Date, Invitation and Cattle-log

In order to promote the CowParade Denver Charity Auction organizers mailed out several collateral pieces including a save the date post card, auction invitation and auction Cattle-log.  Each of these collateral pieces shared a common look and color scheme although each featured a different cow from the Denver herd.  By using a soft color pallet, elegant fonts and clean spacious design lines, CowParade Denver’s official designer, Stortz Design was able to imply the formal nature of the event while highlighting the whimsical artistic attributes of the cows themselves.  Both of these pieces were winners of the IFEA Haas/Wilkerson Pinnacle Awards.

Save the Date Auction Post Card

The Save the Date card was a self mailer sized at 4.25” x 6”, four-color and double-sided.  Messaging focused the recipient’s attention on the date of the auction, the one time only status of the event and charitable nature of the proceeds for the event.  Aside from featuring an elegant photo of the San Luis Valley cow, the front of the card also included logos from United, Stapleton and Colorado Beef Council.  As presenting sponsor of the CowParade Charity Auction, the Colorado Beef Council’s logo was also included on the back of the card where the messaging echoed that of the front.

Enclosed in a cream colored velum envelope the graceful image of Bo-Fhind peeked through the translucent paper along with the logo from the Colorado Beef Council.  The back of the invite featured two different cows while the three-fold design of the invite itself allowed designers to showcase a mix of five more unique cows inside.  Along with the pertinent information for attaining tickets to the auction, a list of Steering Committee members and proxy bid information the United, Stapleton and Colorado Beef Council sponsor logos were also included within the invitation.  For both the invitation and save the date emailable versions were created as well.

CowParade Charity Auction Email Invite

The final piece of collateral produced for the event was the CowParade Denver Charity Auction Cattle-Log.  This piece was mailed to all attendees who pre-purchased tickets and was distributed to every auction attendee upon their arrival.  Organizers printed 1,500 copies.  This 20 page, four-color, glossy piece was sized at 14.5” x 11.”  Sharing the same soft color scheme and design characteristics as the invitations, the Cattle-Log featured the bold look of Optical Cowlusion on the front cover along with the United, Stapleton and Colorado Beef Council logos.  The Colorado Beef Council and United included sponsor ads and all sponsors were recognized and thanked on page two.  Contents included brief descriptions of the primary non-profits, instructions and rules for the auction and of course photos and descriptions of all 50 cows in the live auction.

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