Case Study - Morningstar

Background and Objectives

What is the background or context of the event or activity?

We were approached by the executive assistant to the CEO from Morningstar. They wanted to create an employee appreciation day for their local team to drive engagement and team appreciation.

What were the primary objectives or goals of the campaign?

The primary objectives were to create a unique and engaging experience that featured multiple food and dessert options where employees could enjoy several options.

Target Audience

Who was the target audience for the campaign?

The client approached TFTH&EE directly through our website and submitted a quote request through the 17hats link on our site. The plan was to create an event for approximately 500 guests.

How was the target audience defined and segmented?

See above - the client was not targeted by a marketing campaign.

Strategy and Planning

What was the overall strategy for the event?

The overall strategy was to provide a second-to-none experience, delivering high quality experiences to associates around the clock through a single, dedicated team to coordinate monthly themes and provide inspiring recommendations.

How was the campaign planned and organized?

N/A

Content Creation and Posting

What types of content were created for the campaign (e.g., images,

videos, articles)?

N/A

How frequently was content posted on social media platforms?

N/A

Were there any specific themes or messaging strategies?

N/A

Platform Selection

Which social media platforms were used for the campaign (e.g.,

Facebook, Instagram, Twitter)?

N/A

What was the rationale for selecting these platforms?

N/A

Engagement and Interaction

How did the audience engage with the content (likes, shares, comments,

etc.)?

N/A

Were there any specific strategies employed to encourage engagement?

N/A

Measuring Success

What key performance indicators (KPIs) were used to measure the

success of the campaign?

N/A - not the campaign success, but rather the success of the services that we have been providing every year for 5 years. This event is regarded as their top event for employees every year.

What were the results in terms of reach, engagement, conversions, etc.?

N/A

Challenges and Obstacles

Were there any challenges or obstacles faced during the campaign?

The client selected an open, public plaza to host their event. This created a challenge to privatize the plaza temporarily to ensure that the client and their guests received a great event experience, just for their team. The other main challenge was the need to provide fast service for several hundred guests to enjoy multiple food and dessert options.

How were these challenges addressed or overcome?

As the sole planner and supplier for the event, our team designed the full site plan, which included the delivery and installation of barriers that effectively sealed an event space that was approximately 31,000 square feet. We created a menu representing several cuisine options, including vegetarian, vegan, and gluten-free selections that provided unique flavors. The event also balloon decor, which welcomed guests into the event, passing through our brand ambassadors at the registration table to verify participation. We provided on-brand linen colors for highboy cocktail tables, picnic tables for seating, and a beverage station. To complete the experience, service staff were provided to support the event set-up and flow. Each subsequent year featured a top DJ/emcee to bring more excitement and energy.

User Feedback and Sentiment Analysis

What was the feedback and sentiment of the audience towards the campaign?

N/A - This was the top event of the year for the company and they have requested our services each year since, with attendance always outpacing expectations.

Were there any notable positive or negative comments or trends?

Great feedback on the food, service, and experience.

Budget and Resources

What was the budget allocated for the event?

Approximately $50,000 and growing.

Competitive Analysis

Did you conduct a competitive analysis to benchmark your campaign

against competitors?

N/A

What insights or lessons were gained from this analysis?

N/A

Future Recommendations

Based on the results and experiences, what recommendations do you have for future events?

N/A

Are there any lessons learned that can be applied to future strategies?

N/A

Ethical and Legal Considerations

Were there any ethical or legal considerations in the campaign, such as privacy concerns or compliance with regulations?

N/A

Case Conclusion

Summarize the key takeaways and conclusions from the case study.

TFTH&EE completed 5 full years of partnering with Morningstar by exceeding expectations, creating new menus, and introducing new opportunities.