Reimagined Events Means Reimagined Marketing

When 2020 began, no one could have imagined the stress and fear we would all feel, especially as it relates to our health. However, for families with sick kids, that same feeling of uncertainty and anxiety grips their world every day. The COVID-19 pandemic has changed a lot of things, but one thing that has remained the same is the support these families need for their sick kids. Fortunately, Ronald McDonald House Charities of Kansas City has been able to continue serving these families throughout the pandemic. It wasn’t always easy though, and they had to get creative in their support. This year, to carry out their mission while also keeping families safe, they’ve been serving families in hotel rooms in addition to in limited occupancy at their three houses in Downtown KC.

The additional resources required to sustain this effort meant that Ronald McDonald House Charities of Kansas City needed support more than ever before, which meant that they needed to reimagine their annual fundraiser, Red Shoe Shindig.

This year, the Red Shoe Shindig went virtual. Instead of sponsors purchasing a table or two, they opened their home to host their own Red Shoe Shindig with a bit of help from RMHC. On October 1st, party hosts and guests enjoyed delivered food and cocktails and tuned in for the virtual program. They were able to still enjoy the things they have come to love about Red Shoe Shindig—live dueling pianos entertainment, touching family stories, and a silent auction benefiting Ronald McDonald House Charities of Kansas City.

Creative planning for Red Shoe Shindig kicks off at the start of the year with developing theme concepts and planning how we can bring them to life. Serendipitously enough, this year’s theme was “Behind every door is a family like yours.” The concept was developed for families facing a medical crisis. For them, having a close, comfortable place to call home while their child receives medical care means the world. Because behind each of the 87 doors at RMHC is a place of respite where families can rally around and support one another.

Similar to moving the event online, MBB designers had to reimagine how to bring over-the-top creative and energy to each of the individual Red Shoe Shindig parties. Instead of robust entry and stage displays, we developed table toppers and framed art that would bring whimsy to any home. For some fun, what is better than selfie and photo booth props? All were included in the “host boxes” delivered by RMHC. And each box came with a yard sign that could be posted to share that even though we may be apart, through the generous support of the community, Together we can keep families close. Most importantly, the MBB team was tasked with compelling the Kansas City community to care deeply for others even while we all struggle emotionally, physically, mentally and financially. We were challenged to evoke the same emotions of empathy and compassion in the form of generosity despite not being in the typical Red Shoe Shindig environment.

So, did we do it? We asked people to open their homes and, in turn, they selflessly opened their hearts. The organization raised over $600,000 at this year’s Red Shoe Shindig, far exceeding their goal. We are proud to be partners with an incredible organization that cares so greatly for others, their families and their futures.