Celebrating Silver

Raise Awareness

Marketing Through a 70s Time Warp

Presbyterian SeniorCare Network (the Network) was in search of a way to commemorate 25 years of creating special moments in the lives of older adults at its Woodside Place of Oakmont dementia-specific community.

The Network also wanted to launch the fundraising for a new Woodside Place community in Washington County to meet the demands of a steadily growing need for dementia care.

Pipitone Group (Pipitone) was tasked with orchestrating an event for Woodside Place of Oakmont’s silver anniversary that not only created an exuberant atmosphere for guests, but also captured the spirit of those who live with dementia and their care partners.

As a result, Pipitone transported the Network and its guests to Andy Warhol’s 1970s-era disco scene to celebrate “The Silver Factory Experience,” personifying the same innovation and individualization as Warhol and his Silver Factory regulars back in the day.

PRSA Renaissance Award 2018
Healthcare Marketing Award 2017
Davey Award 2017
MarCom Award 2017

A Silver Lining—Connecting to the Cause

First, Pipitone needed to decide on a name for the event that celebrated the 25th – or silver – anniversary of the innovative Woodside Place of Oakmont. A famed innovator and Pittsburgh native, Andy Warhol had a New York City studio from 1962-1984 with silver walls dubbed “The Factory.” The Factory was well known for its unique parties and events and Pipitone had already been using the Warhol concept for existing Network advertising, so utilizing that same creative messaging at an event hosted at the world-class Andy Warhol Museum in Pittsburgh was the obvious choice for the Silver Factory event.

Raising Awareness With Art

Art played a starring role in this memorable production. The integrated campaign included web banners, billboards and print ads targeting local markets. A dedicated web page shared the Woodside Place story and provided a direct path to registration. For the event, Pipitone also commissioned several original art pieces including a gallery wall that shared the history of Woodside Place and a multimedia piece of which numbered prints were given out as part of a fundraising benefit.

Additionally, bright colors, iconic Warhol images and an invitation inviting guests to “revel in the moment” defined the distinct direct mail pieces. The first targeted mailer arrived in a paint can and contained a sponsorship overview kit to attract potential sponsors. A save-the-date postcard revealed the branded design – beautifully highlighted with famous Warhol art and Pipitone’s Warhol-inspired imagery – inviting guests to express their inner Warhol by dressing in “Factory” cocktail attire, crazy wigs or cool eye frames. A dance party postcard was also sent to Network employees to encourage attendance. The invitations furthered the Warhol-esque motif design with icons of the 70s to send guests into a time warp and set the tone for the event.

Reveling in the Moment

The event matched the energy and creativity of Warhol’s original parties held back in The Factory. Reflected in the exuberant atmosphere of party guests, the theme captured the spirit of those who live with dementia and their unique ability to truly revel in the moment. Surrounded by bold colors inspired by Warhol’s work and artwork commissioned by Pipitone, the energizing atmosphere could be felt throughout the event, from the signature cocktails to the custom signage that highlighted 25 years of Woodside Place of Oakmont.

For the people who change the lives of older adults every day by helping them revel in the moment, the Silver Factory event paid a special tribute. Adding a personal, emotional touch to the traditional award ceremony, Pipitone produced videos honoring the evening’s Community Award recipients. One-of-a-kind glass awards were created for the awardees and presented on stage.

Results

In total, 268 attendees were on hand for the event that not only helped launch the fundraising campaign, but garner local awareness for Woodside Place. The Silver Factory Experience launched the next step in the Network’s capital campaign to expand the Woodside Place model, and the event allowed the Network to capture the hearts and attention of generous donors to kick off a capital campaign for a new location for its new Woodside Place of Washington County. Additionally, Jacqueline S. Flanagan, CFRE, executive director of the Presbyterian SeniorCare Network Foundation, was honored by the Association of Fundraising Professionals as its 2017 Outstanding Fundraising Executive after the event.

As a result of its targeted campaign to attract sponsors, the Network landed a total of 22 sponsorships from organizations such as KeyBank, UPMC, PNC, Lamar, Citizens Bank, KDKA Radio, WTAE Channel 4 and Julian Gray and Associates, just to name a few.

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