ROOTED IN EXPERIENCE. DRIVEN BY IMPACT.

Our Mission

Primary Objective exists to inspire people to take action. We are a collective of passionate, purpose-driven strategists and creators dedicated to elevating brands, deepening connection, and generating meaningful impact.

Rooted in innovation, authenticity, and experience-driven storytelling, our mission is simple:Help organizations move hearts, shift thinking, and motivate people to act.

Experiential Brand Strategist • Game-Changing Marketer • Live Fundraising Expert

Shelly St John is a master storyteller, strategist, and on-stage performer with more than 35 years of experience in marketing, experiential design, and fundraising. She began her career in 1992 when she founded Primary Objective, an agency that remains highly sought-after today. Throughout her career, Shelly has collaborated with corporations, musicians, sports teams, nonprofits, influencers, and mission-driven organizations across the country.

What Shelly Does Best - Shelly doesn’t just “talk fast.” She thinks fast—with the instincts of a marketer, the heart of a storyteller, and the precision of a strategist. She deeply understands audience demographics and the psychology of decision-making, connecting through stories that resonate emotionally and intellectually.

Her signature approach blends:

Intellectual clarity

Emotional intuition

The psychology of sales and charitable giving

This combination inspires people to feel with their hearts, validate with their minds, and take action—whether giving, buying, or supporting a cause.

Fundraising Expertise

Shelly is one of the country’s most dynamic live fundraising strategists and benefit auctioneers.

Her goal is simple:Every nonprofit deserves to raise the funds they need.

She blends decades of experience in fundraising, event strategy, public speaking, and even stand-up comedy to deliver high-energy performances that consistently achieve record-breaking results.

The early years . . .

Shelly during the early years

OK, maybe not so early . . .

Shelly’s professional journey began on the runway, captivating audiences in fashion hubs like Minneapolis, Chicago, and Los Angeles. Her natural stage presence, poise, and charisma translated seamlessly into hospitality, where she honed her skills in:

MarketingPublic relations
Catering & event management
Conference & meeting services

These foundational experiences shaped her ability to connect with diverse audiences and understand human behavior at a deep level.

It's always been about the shoes!

Today, Shelly excels in every aspect of experiential marketing, event design, and live fundraising execution. She has an exceptional ability to read a room, craft a narrative, and create experiences that people remember—and respond to.

Her strategic understanding of audiences and market trends makes her an invaluable partner in developing events, campaigns, and programs that produce measurable impact.

the personal side

As a childhood bullying survivor and adult brain tumor survivor, Shelly’s purpose is deeply personal.

“This is the career I waited for my entire life,” she says.“I’m grateful to help tens of thousands of people every year through the power of fundraising, generosity, and storytelling."

These experiences give her empathy, resilience, and a profound understanding that everyone needs help at some point in their life—whether it’s a child needing a transplant, a family navigating cancer, or an animal in need of rescue.

In Loving Memory: T. Sammi Diva

When Shelly launched The Auction Divas, she did so with her dear friend and business partner T. Sammi Diva. Sammi’s brilliance, heart, and talent shaped the soul of the company.

She passed away on September 2, 2009, after a courageous battle with cancer. Her presence is missed every day, but her spirit remains woven into the work Shelly continues to do.

Shelly knows Sammi is still helping—just from a different stage.