AWARDS/ 2013 Graphic Design USA In-House Design Award

THE BRIEF/ Entering its sixth year, the ASAE Technology Conference & Expo registration numbers had plateaued. Additional event competitors and timing (December) coupled with a limited audience were some of the contributing factors.

MY APPROACH/ For people who received the collateral materials, I wanted them to know and understand that ASAE is on the forefront of the hottest technology topics, the best technology tools for their association/non-profit and are able to bring together the best technology minds in the field.

There were some additional event competitors that our audience was going to encounter.

THE IMPACT Rebranding the conference both visually and conceptually with an emphasis on a global theme proved to be a successful strategy. The decision to implement a strategy to target stakeholders outside of the technology community resulted in increased registration levels, bringing in the most attendees (and association executives) in the conference’s history. The conference and expo itself reflected the creative process and explorations as much as it promoted the new products in the industry. The success of this campaign was reflected in the attendance and evaluations.