Having just completed an organization-wide rebranding effort, the North American Veterinary Community was ready to breathe new life into their annual conference as well. The event already has a lot going for it. It’s the first veterinary conference of the year, it attracts the profession’s largest audience of practitioners, it features presentations by some of the biggest names in veterinary science. And the new brand needed to signal to the community that 2014 would be bigger, better and more exciting than ever. We came up with an entirely new brand platform that revolved around one simple, yet powerful theme, Think BIG. This bold message helped the community understand how big of a deal the NAVC Conference really is. And they responded by showing up in record numbers, making NAVC Conference 2014 the biggest event to date. The industry responded too, showering our client with multiple awards for excellent event marketing.
We created all the printed collateral for the conference, including the Exhibitor Prospectus, Preliminary Program Guide and final Conference Program. To drive attendance, we developed targeted direct mail and email campaigns for different audience segments, including prospective exhibitors as well as attendees. And we developed a comprehensive advertising campaign, which included print ads in professional publications as well as a series of banner ads on the NAVC website and the sites of their partners.
Working in collaboration with their programming team, we designed the interface for the NAVC Conference app, which allows attendees to plan their conference agenda, view conference schedule and presentation descriptions, connect with presenters and exhibitors, and manage all other aspects of their conference experience right from their mobile device.
The most exciting part of the project was bringing the Think BIG brand to life at the conference itself. In collaboration with the design team from the conference management company, we developed bold signage created an exciting and well-branded environment across two separate properties that hosted the event. We also wrote the President’s kickoff speech, and while he went off-script quite a bit, the Think BIG message, and all it stands for, came through loud and clear.