ARAS was asked to refresh the traditional Memorial Day Observance event held at Rose Hills Memorial Park. We redesigned the event collateral materials, outreached to local, regional and national military leaders and organizations, added a military band, honor guard, flyover, and more traditional elements. Locally, we established relationships with schools through an essay contest and local Boys & Girls Scout chapters to place 10,000 flags at the memorial park. The strategy for the event included outreach to community stakeholders, public officials, marketing, public relations, social media influencers, digital and event production. The event attracted over 1,500 attendees, media coverage and partnerships with veteran groups grew stronger.