For the tenth anniversary of a Case Western Reserve University event, the annual celebration received a fresh look and a new marketing strategy to drive attendance–all with a 47% cut to the marketing communications budget.
Materials and promotions included*:
- An evergreen sponsorship card for development purposes
- Sunday New York Times printed insert for area subscribers
- Printed invitations
- Email invitations and promotions
- Digital signage on screens throughout campus
- Promotion on the university’s Twitter, Facebook and website
- Facebook advertisements to reach the event’s target audience
- Event program
- Recipient medal
- Identified and leveraged relationships with community partners with a connection the speaker’s field of expertise, providing graphics and copy to share on social and email to expand event promotion to relevant and engaged audiences
Results:
- The two events associated with the prize were packed, with more than 600 attendees.
*Design by Cindy Young
CIARA SIMIELE 