Conference Marketing: Council for Advancement and Support of Education (CASE)
Conference Identity: “Take 5: Ideas & More” put the spotlight on the 5 kinds of value participants would take away – ideas, resources, contacts, rewards and memories.
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CASE is the world’s largest organization of professionals who build support for colleges and universities. The organization’s southern district hired Resonance to develop all marketing materials for its 2007 and 2008 conferences.
Built around a two-letter action-oriented theme – Go! – the 2007 marketing effort increased participation by 15 percent over the previous year.
The 2008 conference fared even better. “Take 5: Ideas & More” focused on the substantive “takeaways” that participants would get out of the conference. As a result, the conference set a new record for registrants and sponsors/exhibitors.
(Of course, communications and marketing can’t take all of the credit for the spike in registration. CASE conference planners created a program that had great relevance to the audience. All they needed was the creativity and clarity to carry the message forward.)
- Resonance provided: Messaging, identity, print communications, e-marketing, Web site, signage