The Philadelphia Collection
The Philadelphia Collection 2010 was a series of fashion and style events designed to promote the city and all aspects of its fashion economy, including its impressive “collection” of retailers, boutiques, stylists, designers, modeling agencies, design schools, and fashion/design students. Held for ten days in September and October of 2010, these events were independently produced by local retailers and designers and included fashion shows, trunk shows, lectures, movies, live music, and more. Sponsors of The Philadelphia Collection 2010 included the City of Philadelphia, the Philadelphia Retail Marketing Alliance, the Center City District, Philadelphia Style Magazine, The Philadelphia Inquirer, 10 Rittenhouse Square, MY 106.1 FM, and more.
The main goal of The Philadelphia Collection 2010 was to bring together independently produced fashion events that had already been part of Philadelphia’s style calendar with new fashion events, resulting in a complete series of events promoted together under one cohesive marketing plan. City Representative Melanie Johnson stated, “presenting these fashion events – whether established and familiar or new and innovative – under one marketing and promotions brand, The Philadelphia Collection 2010, makes it easier for residents, consumers, and visitors to get information in one place.”
Featured events from The Philadelphia Collection 2010 included:
- The 17th edition of Phashion Phest
- Macy’s Fall Fashion Show with guest Nigel Barker
- Two Nicole Miller events, including an “EcoArts” event with Philadelphia’s own world-renowned architects Venturi Scott Brown & Associates
- The Rittenhouse Row Fall Gathering
- Boyds “La Bella Vita” event with the Italian Trade Commission
- The FBH Fashion and Style Show
- Ron Wilch’s “Taking the Streets” fashion show and live concert
- The Window Gallery Show at Market East showcasing student designs, with Unique Memories and TP Enterprise
Cashman & Associates was hired as the Public Relations Agency for The Philadelphia Collection 2010. Along with securing nearly one hundred media hits for the events, Cashman worked closely with social media sites like Twitter and Facebook to further promote and create awareness for the series in the months leading up to it. Cashman also coordinated a press conference where Mayor Michael Nutter announced details of The Philadelphia Collection to a crowd of more than seventy-five people and executed the kick-off party for The Philadelphia Collection 2010, held at 10 Rittenhouse Square.
A sampling of the media hits for The Philadelphia Collection 2010 included:
- Coverage of The Philadelphia Collection press conference on FOX 29’s 5 pm and 10 pm news
- Feature story by Elizabeth Wellington in The Philadelphia Inquirer and Philly.com/Inquirer
- Story by Jenice Armstrong in The Philadelphia Daily News and Philly.com/Dailynews
- Feature story on The Philadelphia Collection in The Huffington Post
- Coverage of The Philadelphia Collection by Hadas Kuznits on KYW News Radio, 1060 AM
- Coverage of The Philadelphia Collection press conference in a story reported by Peter Crimmins on WHYY-90.9 FM
- Coverage, including photos, on various popular blogs, including Uwishunu.com, Philly Weekly Style, etc.
- Broadcast fashion segment on The Philadelphia Collection with Melanie Johnson and TPC participants on CBS 3’s “Talk Philly” and CBS3.com
- Coverage of The Philadelphia Collection on the popular national fashion blog Glam.com
Ultimately, these media hits, secured by Cashman & Associates from August 1st to October 31, 2010, amassed a total ad value of more than $170,000 and a total publicity value of over $510,000.
Cashman & Associates also coordinated several media outreach efforts, such as creating press kits and media alerts for The Philadelphia Collection and distributing them to local media at press conferences and select events. For example, Cashman sent post-kick off party photos to daily newspapers, monthly papers and magazines, bloggers, and online news sources in the days after the party. Cashman also followed up with the media after distributing these materials, as well as reached out to thank them for attending these events.
Cashman was also instrumental in hosting two national fashion writers, Nola Weinstein of Glam.com and Ysolt Usigan of iVillage and Huffington Post, as they attended The Philadelphia Collection events on September 24th, 25th, 29th, and 30th. Cashman & Associates arranged hotel accommodations, travel arrangements, and all complimentary meals for Weinstein and Usigan, and also escorted them to the events they attended.
Finally, Cashman & Associates worked closely with social media websites to promote The Philadelphia Collection 2010 from the end of August through the dates of the events. Cashman & Associates created a Facebook page and a Twitter account for the Philadelphia Collection and worked with Center City District to update both pages two to three times per day throughout the month of September.
The media exposure generated for The Philadelphia Collection 2010 was unprecedented and would not have been possible if not for the relationships Cashman & Associates has developed with so many different media outlets. Working closely with newspapers, magazines, radio stations, TV shows, blogs, social media, and other online media channels, Cashman’s Public Relations team was able to successfully launch The Philadelphia Collection 2010. Cashman & Associates is currently working on The Philadelphia Collection 2011 and looks forward to its many successful years to come.
