MARKETING OBJECTIVESGoals: • Background: Each October, Hickok Cole Architects (HCA) transforms its architecture studio into an art gallery to host Art Night—a social marketing

event where the proceeds from the sale of artwork are split between the nonprofit organization Washington Project for the Arts (WPA) and local, participating artists.

• Art Night’s target audience: new and prospective clients, current clients, the region’s real estate development community, corporate CEOs, national association directors, major law firms, local and international media, museums, and members of DC’s artist circles.

2010 Objectives:

• Support the Washington, DC arts community by raising $90,000 which equate to art sold and donations.• Garner press coverage of Art Night to equal approximately $10,000 worth of advertising plus exposure. • Art Angels – Marilynn Mendell, President WinSpin CIC, Inc., places hundreds of calls to friends and clients (clients of both WinSpin CIC and Hickok

Cole) to entreat them to become Art Angels. She sets outrageous goals in the worst climate – this year promising to reach last year’s target of 90K. To be qualified as an Art Angel, each sponsor had to commit an upfront $2,000 towards the purchase of art at Art Night. This year she challenged Hickok Cole employees to capture new angels and to develop a friendly rivalry between sub consultants.

CONTENTResearch, Planning and Implementation:

• Art Night was executed by the Hickok Cole in-house marketing and graphic design team, with Art Direction and Strategic Planning provided by Mendell. Detailed planning streamlined the process. Planning tools included: Art Night planning task list; lessons learned tracking sheet; Art Angel tracking sheet; friends and family artists tracking sheet; list of artwork sold by friends and family and gallery artists; patron list and 10 years of experience. It also required the WPA to submit an analysis of items sold by categories like type of work or cost.

Message: • Hickok Cole’s 2010 campaign, “A Sense of Design,” asked its audience to experience design through the five senses: sight, sound, smell, touch and

taste. Art Night continued this theme. Signage featured eye, ear, nose, mouth and hand icons. Colorful centerpieces created from bath loofahs mounted on dowels spoke to the sense of touch. Fresh herb plants were placed around the office, identified with miniature signs stuck in the pots. The evening’s signature dessert was pop rock chocolate mousse cones – a sensory explosion.

• Art Night’s theme for the past few years, “Stop. Look. Love. Buy.” was given a new twist in 2010: “Stop. Look. Love. Buy. Experience.” The dual message using the word “sense” was easy to convey with art.

• Hickok Cole set the tone for the event with an interactive “paint-by-number” invitation. The card provided a watercolor paint strip and palette, inviting recipients to “create your own artwork” and bring it to Art Night for display and prizes, inviting guests to touch and see an invitation in a more tactile way.

Distinction:

• The firm created a sponsorship program that stood out from the crowd. Mendell, began calling potential Art Angels six months in advance of Art Night to strongly suggest they consider adding an Art Angel sponsorship to their annual strategic plan. Her smile and challenging asks garnered nearly every major contractor in the region.

• If a firm expressed interest in becoming an Art Angel, HCA Marketing Manager Jennifer Murphy mailed a package about the Art Angel program, outlining sponsorship benefits:

○ No more calls from Marilynn. ○ Art Angels’ names listed on the printed invitation and HCA website. ○ Full credit with Art Angels’ names/logos prominently displayed at Art Night. ○ A CD preview of works collected for Art Night. 5. ○ A private lunch with the Art Night Curator and HCA staff. ○ Champagne VIP tour with the curator to meet the artists prior to the doors opening on Art Night. ○ Coveted collector buttons for Art Angels only. ○ Photos of Art Angels at Art Night released to the media through a post Art Night press release. ○ Proven track record for publication. ○ Intangibles: Peer recognition in local and national real estate community as “doing well enough” to sponsor a “frivolous event.” ○ Chance to be face-to-face with deal makers.

RESULTS

• Art Night generated more than $100,000 in artwork sales, exceeding all previous records and the firm’s $90,000 goal. Art Night represents WPA’s second largest fundraising event each year and is now a line item in their annual budget.

• Out of the 2,500 invitations mailed, 378 RSVPs were received, and approximately 500 attended the party, a 20% response rate. Many of the guests brought their painted invitations for display.

• Hickok Cole enlisted 29 Art Angel sponsors, exceeding the previous year’s 20 Art Angels and generating $58,000 in advance artwork sales. The popularity of the Art Angel sponsorship program developed a reputation in the local community - firms began calling Hickok Cole, unsolicited, to inquire about the sponsorships.

• Coverage from post Art Night press releases combined with photos featuring prominent members of the real estate community exceeded initial goals. Personal thank you notes came in from guests. Handwritten thank you notes went out to all Art Angels. Mendell even sent notes to the people who didn’t sponsor.

• “Itwasareallygreatparty...theAlistthatyouattractisamazing.Thankyouforhostingthisimportantgatheringthatconnectssomanypeople.Itisveryvaluabletimespentforsomanypeoplebecauseoftherelationshipsthatitformsandstrengthens.”-JamesG.Davis,PresidentandCEO,JamesG.DavisConstructionCorporation

STOP. LOOK. LOVE. BUY. EXPERIENCE

CATEGORY: SPECIAL EVENT HICKOK COLE ARCHITECTS WASHINGTON, DC

ART NIGHT 2010WEDNESDAY, OCTOBER 20, 2010 6-9PM

STOP. LOOK. LOVE. BUY. EXPERIENCE.

DESIGN BY HICKOK COLE ARCHITECTS GRAPHIC DESIGN STUDIO. HICKOKCOLE.COM

HICKOK COLE ARCHITECTS1023 31st Street NWWashington, DC 20007

artNight2010_invitecard.indd 1 9/15/2010 1:15:12 PM

2010 ART ANGELSALKS & ASSOCIATESCLARK CONSTRUCTION GROUPDOUGLAS DEVELOPMENTEqUITY RESIDENTIALGEPPETTO CATERINGGIRARD ENGINEERINGHERMAN MILLERHICKOK COLE ARCHITECTSHITT CONSTRUCTIONHOACHLANDER DAVIS PHOTOGRAPHYIBS MILLWORKINTERIOR DESIGN MAGAzINEKIMBALL OffICEKTA GROUPMARK G. ANDERSON CONSULTANTSTHE MOHAWK GROUPMRB fILMSOEHME, VAN SWEDEN & ASSOCIATESPLAzA CONSTRUCTION CORPORATIONPOTOMAC WINE & SPIRITSROBERT SILMAN ASSOCIATESSIGAL CONSTRUCTION CORPORATIONSTEELCASESUffOLK CONSTRUCTION COMPANYTOMPKINS BUILDERSTHE TOWER COMPANIESVANDERWEIL ENGINEERSWORKSPACES LLCOur Art Angels generously pre-committed $56,000 to the Art Night Project. If you would like to become a 2011 Art Angel, please contact Marilynn Mendell 540.207.4045. (A $2,000 commitment)

ART NIGHT 2010 Hickok Cole Architects teams up with Washington Project for the Arts to host Art Night 2010. Over 50 local artists will showcase their work and everything is for sale. Since its birth in 2000, Art Night has become one of the preeminent art events in the region.

Benefiting Washington Project for the Arts and the artists, 100% of the proceeds from the sale of the artwork on Art Night will be shared equally between the artists and WPA. Your support of Art Night helps WPA further its mission to promote and present experimental exhibitions, programs, and performances that benefit local artists and residents. Since Hickok Cole Architects’ partnership with WPA began, Art Night has raised over a quarter million dollars.

THE CURATORJessica Naresh has selected an exciting array of artwork in a variety of media created by local contemporary artists. Jessica is a consultant with The Art Registry Group (theartregistrygroup.com), where she assists clients with art selection and presentation.

WASHINGTON PROJECT fOR THE ARTSWashington Project for the Arts is a 35-year-old not-for-profit visual arts organization dedicated to supporting the creative spirit and success of regional artists through exhibitions, public events, and professional development programs for artists. Visit WPA’s Artfile Online, an interactive artist registry, at wpadc.org.

ADMISSION ONLY WITH PRIOR RSVP202.667.9776 / artnight@hickokcole.com

Wednesday, October 20, 2010, 6-9 PM1023 31st Street NW, Washington, DC 20007

artNight2010_invitecard.indd 2 9/15/2010 1:15:13 PM

You and a guest are cordially invited to the exclusive

Art Night VIP tour and Art Angel reception. Join us for

champagne and a special preview of the artwork led by

Art Night 2010 curator, Jessica Naresh.

Be the first to see the 2010 Collection before Art Night begins.

Purchases begin at six.

Wednesday, October 20, 2010

at five o’clock in the evening

Hickok Cole Architects

1023 31st Street NW

Washington, DC 20007

The favor of your reply is requested by 10.13.2010

202.667.976 / viptour@hickokcole.com

Noel CarsonMarketing Coordinator

1023 31st Street, NWWashington, DC 20007P 202.667.9776 F 202.667.2260ncarson@hickokcole.com

www.hickokcole.com

bcards_Sep_2007.indd 7 9/25/2007 9:17:00 AM

Clockwise, Top Right: Marilynn Deane Mendell PR Consultant, WinSpin CIC Noel Carson Marketing Coordinator Jennifer MurphyMarketing ManagerSarah Barr Director of Graphic Design

I CAN HELP YOU BUY ARTBUYARTI CA

N HELP YOU

SMPS_Presentation Board 2011_Final.indd 1 10/12/2011 10:41:06 AM