Better Than a Four-Leaf Clover

Transform an afternoon event into a successful multichannel campaign?

That sounds like a tall order. But as it heads into the third year of its Shamrocks for Kids campaign, Chicago-based Mercy Home for Boys and Girls seems to have pulled it off.

Since the late 1980s, Mercy Home has hosted A Touch of Green, a family-oriented, post-St. Patrick’s Day parade party to increase awareness about Mercy Home and its mission. As such, it wasn’t really a revenue generator. In years past, tickets to the event cost about $35.