Working with the CE Communications Team was overall a positive experience. They were knowledgeable in their field, professional, and friendly. I was very impressed with the report they provided at the end of the project that included detailed analytics on the media coverage our event received.

Rain Thoresen, City of Kerrville Tourism and Event Coordinator

OPPORTUNITY

CHRISTUS Children’s Foundation created a unique community engagement opportunity for local artists, businesses, donors, and the public of San Antonio by hosting the world’s largest public art display, CowParade, to raise crucial funds for the non-profit’s critical work supporting CHRISTUS Children’s Hospital. The CE Group was brought in as a key strategic partner to shape the campaign’s identity, build momentum across the 14-month rollout, and create the communications, community engagement, and event infrastructure needed to turn a citywide art installation into a high-impact fundraising movement. Our Creative, Communications, and Events teams collaborated to manage a large-scale, multi-phased campaign, navigating leadership transitions at the Foundation and coordinating communications across artists, business partners, stakeholders, and media throughout San Antonio.

SOLUTION

Across the 14-month campaign, CE Group built a fully integrated communications and engagement engine that positioned CowParade San Antonio as a citywide cultural moment. Our Creative team developed a campaign identity rooted in the global CowParade brand but infused with a distinctly San Antonio twist, which was reflected across event signage, printed collateral, press kits, t-shirts, event swag, and even a custom Fiesta medal. This identity carried through comprehensive stakeholder toolkits, including social media and e-mail marketing assets for board members, artists, sponsors, and community partners. To spark public participation, we launched a citywide scavenger hunt with a custom Google Map and partnered with KSAT to spotlight a public choice “Community Cow,” expanding reach through earned media and community storytelling.

CE Group’s Communications team worked in sync to manage website content, write 85 artist and cow bios, fulfill sponsor marketing requirements, and coordinate messaging with CowParade headquarters and Vogt auction house. We led the social media strategy and supported content creation throughout the campaign, provided consulting on paid advertising, and secured influencer partnerships to extend reach organically. Our team also developed press kits, coordinated media interviews, supported magazine features, and managed ongoing media relations. Our public relations experts also ideated on and secured experiential brand activations at La Cantera, the UTSA Art Festival, and Pearl, deepening engagement and maintaining campaign visibility.

The CE Events team produced three key events: an artist kick-off party hosted at a local art gallery, a preview party at the San Antonio Botanical Gardens for sponsors and potential purchasers to view a select number of cow sculptures, and the final live auction at The Red Berry Estate, where a dozen of the “moosterpieces” were sold to in-person and online bidders. Each event required vendor coordination, venue selection, RSVP management, and full-scale production.

From branding to promotion to production, CE Group delivered a cohesive, citywide campaign that elevated the experience and strengthened the foundation’s fundraising momentum.

CHRISTUS CHILDREN’S FOUNDATION – CowParade

OPPORTUNITY

SOLUTION

Funds Raised

$825+ thousand

News Reach

157.28 million

Advertising Value

$1.91 milion