May 15, 2009

Resonance retained for CASE conference marketing

'Ingenuity' aims to draw 1,000 professionals from across the SE

A team of higher education fund-raisers and other advancement professionals from throughout the Southeast has hired Resonance to help drive attendance to the organization’s annual conference.

Conference planners for the Council for Advancement and Support of Education (CASE) have set their sights on drawing 1,000 paid registrants to the gathering, held next February in Tampa, Fla.

After developing the conference theme – “Ingenuity” – early in 2009, Resonance is now working to create all communication materials for the event.

“Throughout the year, we’ll be developing a mix of print, electronic and social media tactics to generate interest in the conference,” says Kathleen Turaski, principal of Resonance. “We’ll also promote more pre-conference interaction among advancement professionals to add a viral marketing component and create a buzz around the event.”

The “Ingenuity” theme is a way to package the organization’s promise to provide new thinking and new experiences at the conference, explains Michael Baxter, principal. “We needed a concept that immediately communicated value,” Baxter says. “Ingenuity is always valued, especially in tough budget times, when colleges and universities have to do more with less.”

This marks the third time CASE District III has retained Resonance to promote its annual conference. Read case study of earlier efforts >