THE BRIEF/   Brands are eager to align themselves with well-run associations and chapters in order to conduct business with members. Meeting Expectation's award-winning sponsorship development services identify quality partners, optimize value proposition, define the appropriate channels for them to interact with communities and generate revenue. Whether an events-focused approach with exhibit opportunities at association’s meetings and conferences, or a year-round partnership approach with multiple touchpoints, Meeting Expectations helps create and deliver revenue-generating value for these partners. Their engagement enriches community and adds value.

For many conferences, the tradeshow area provides opportunities to showcase complementary vendor products and services of interest to attendees while serving as an excellent source of revenue. Meeting Expectations can design exhibitor and sponsor programs to attain revenue objectives, then support those programs from start to finish. With Meeting Expectations, exhibitors and sponsors will enjoy doing business with a client's show.

MY APPROACH/   Strategic research assessed the consumer experience of previous advertising collateral. Findings influenced the way in which advertisers respond to and engage with the brand they support. The brochure was designed with broader purposes - connecting with others, learning more about OAUG, finding deals.

Next I helped evolve the OAUG positioning and messaging strategy to not only a “wow” experience but to a richer, more integrated one.

Finally, I revamped their visual identity system for this audience, introducing a secondary graphic of texture to connect the range of touch points that represent the OAUG brand experience. Redrawing the iconic OAUG acronym and expanding the color palette to vibrant almost neon colors gave the promotional more impact for advertisers and sponsors.

THE IMPACT/   As the project proceeds, the impact of the new advertising identity will be measured and analyzed. Findings will be shared with OAUG, actions taken as a consequence and plans drawn up for the future.