American Red Cross - Greenwich, CT

Collecting Data on Customers

Generating Media has been a firm believer that collecting and reviewing relevant data provides the opportunity to understand the profiles, behaviors, and activities of customers. One of our challenges was to publish relevant and engaging content to be used to generate inquiries for villa rentals on the island of St. Barts. This is a very targeted audience. Of course, we could look to publish advertisements in high-end magazines or media publication. This is extremely expensive and nearly impossible to trace to fully understand if the ads resulted in a conversion. Oh, it would make us feel good to see the ad in the key publications, but let’s get real as the feeling does not last long.

Reviewing Data - American Red Cross NetJets Hanger

In reviewing the years of data, we discovered the overwhelming percentage of guests that decide to visit St. Barts live or work in New York City, Greenwich, Fairfield, Westport, and Southport. We also discovered The American Red Cross of Greenwich, CT has an annual fundraiser at the NetJets Hanger. This is their major fundraiser each year. The concept is very standard. They have a Live & Silent Auction. Invitations go out to their major donors as well as a number of promotional pieces to stimulate interest and energy. It is a black tie event with dinner and dancing. Every year the staff at The American Red Cross spend countless hours trying to get people to donate items of possible interest to draw people to the fundraiser.

Getting Your Product into the Right Fundraiser

Bingo! This was the perfect platform to get the villa rental product in front of the ideal potential renter. After speaking to the American Red Cross Red & White Ball Team, we were able to donate a week stay in La Danse des Etoiles. This villa has been rated as one of the Top Villas on St. Barts, The Robb Report described it as the “Ultimate Villa”, and it was also featured in Caribbean Travel & Life as well as Islands Magazine. It sits on the highest section of Pointe Milou with 270-degree panoramic views from sunrise to sunset. Five bedrooms and true inside/outside living featuring a 70-foot long infinity edge pool that creates an emotional experience guest simply can not forget.

La Danse des Etoiles was the number one item to be auction offerd. The American Red Cross loved the fact we had high-resolution photographs and magical videos that they could use to support their efforts. A customized promotional piece went out in the mail with all the invitations to their key past donors. It was also featured on their website. On the evening of the event, there was a huge screen where the video we produced was on full display. Without a doubt, it had a major emotional connection with all that attended.

High-Quality Standards of Your Products

Generating Media understands the villa renter does not judge their experience just by the quality of the villa, but by all the moving parts that create the adventure. Every connecting service and products must have a consistent high standard of quality. In order to protect the guests experience, Generating Media realizes it must team up with non-competing services and products that totally understand we all need each other.

Extra Steps to Make Your Guests Feel Special

Therefore, not only did we donate the villa for a week in St. Barts, but we included flights from San Juan to St. Barts on Tradewind Aviation, car rental from Budget Rent-A-Car on St. Barts, dinner certificate from the famous restaurant Maya’s, a basket of skin and hair care products from Ligne St. Barth, massages from the Ligne St. Barth Team, and to top it off, a gift certificate fro Calypso St. Barth (clothing store on St. Barts, NYC, and Greenwich).

The end result was The American Red Cross received a fabulous donation at the “Live Auction”! Plus by connecting the dots with all of our well-respected partners of service and products, we were able to provide The American Red Cross with a list of new participating donors.

This success was the result of Generating Media publishing exciting and relevant content, reviewing the data in order to understand and appreciate the target audience, and including our non-competing partners.

Generating Media is always looking for clients that look beyond the emotional photographs and videos we produce. We want to be able to help customers make more effective use of them to accomplish their goals.