June 18, 2010

Conference marketing gets the gold

Resonance-developed promotional efforts net national recognition by CASE

A conference marketing program developed by Resonance has been recognized as best in the U.S. by the Council for Advancement and Support of Education (CASE), an international association of professionals working to advance colleges and universities.

Developed for the southeast district of CASE, the “Ingenuity” conference promotional effort was the only campaign to receive a Gold medal from CASE International. CASE members hold positions in fundraising, communications, alumni relations and other areas of higher education advancement.

Working with volunteer professionals from around the Southeast, Resonance developed the “Ingenuity” conference theme and identity, as well as all print and interactive materials.

The rationale for “Ingenuity” was that it represented what the audience needed when they needed it most: creative problem solving. Conference planners recognized that advancement professionals were facing challenges like never before and having to accomplish more with less. An entire conference dedicated to “Ingenuity” would have broad appeal and enable potential registrants to make a more persuasive case on campus to secure the funds needed to attend.

The “Ingenuity” campaign succeeded in allowing CASE District III to meet its goals for conference attendance and paid sponsorships from exhibitors.

Here’s what CASE International judges said about the “Ingenuity” materials:

“The whole theme of the promotion, ‘Ingenuity,’ was consistent throughout the promotion. The marketing pieces conveyed ingenuity in word and in illustration. We felt this was the most cleverly devised of all the promotions. There was good copywriting, and the CASE corporate brand was strong."