On October 22, 2016, Model Behaviors partnered with FC Dallas to present Friscovania, a charity event in Frisco, Texas, benefiting City House of Collin County in memory of Kelly Whaley.

The event was held at Toyota Stadium, was designated the mayor’s safe trick-or-treat zone, and was hosted by Mayor Maher Maso and his wife Cindy Maso. In just under three months, the event raised over $100,000 and welcomed over 3000 visitors.

Model Behaviors was involved with every aspect—planning and development, creative services, production and A/V, onsite logistics, securing celebrity guests and entertainment, and organizing digital and traditional promotion. The event started with a children’s carnival that had games, prizes, celebrity photo ops, and a crafts station. The event concluded with a high-production runway show and live music provided by a world-renowned KISS cover band.

DESIGN: Developed event branding, including logo and website creation. In the two weeks preceding the event, the website had over 5000 visitors. Signage, brochures, and event maps were also produced by MB. SPECIAL NOTE: Since Friscovania didn’t have a dedicated website, I just included visitors to our Friscovania-related content on MB. That’s where this stat comes from.

EDITORIAL: Created a two-month editorial calendar for digital promotion, including over twenty full-length blog posts and social media content for Friscovania Facebook, Twitter, and Instagram accounts. Live social media updates on the day of the event. Provided copy for radio and print ads.

MULTIMEDIA: Developed and produced two promotional videos preceding the event and three after the event, two of which were 360 videos. Produced a high-concept photo shoot for digital and print promotional materials. Had a skilled team of professional photographers and videographers on the day of the event.

PRODUCTION: Developed and executed the haunted carnival theme. Mapped and streamlined event layout. Sourced every vendor and hosted production meetings to create a smooth schedule on day of. Collaborated with the most sought-after agencies to gather top-tier local talent—models, hair and makeup artists, stylists—for the runway show and for the live music portions. Brought in celebrity designers to use their collections in the creation of over fifty unique runway looks. Developed and executed the entire run of show from set up to tear down.

STRATEGY: Targeted community influencers and maximized social media optimization for all digital content. Created and implemented pre-game strategies to promote Friscovania at two FC Dallas games in the weeks preceding the event. Leveraged existing relationships and partnerships to keep overall cost of production at a quarter of normal rates. Incorporated innovative marketing elements to generate more sponsorship opportunities. Secured the city’s involvement to promote and host the event.

PRESS LINKS: Fox 4 NewsCulture Map DallasPlano Profile MagazineFrisco CentralFrisco.comFrisco Online

“So many volunteers and sponsors came together to honor Kelly Whaley AND to support homeless youth. In just a few short months, the most successful family-friendly event was put together. It just shows how a few people that want to make a difference can impact so many others. Cindy Maso and I were honored to be a small part of this very worthwhile event.”

– Mayer Maher Maso

“This was one of the best events that I attended this year!”

– Ron Jonathon, Frisco musician

“One big happy event! We can’t wait until next years event!”

– Austin Patrick Smith, community member