ADHA 100th Anniversary Meeting
Year-Long Campaign Drives Interest in Milestone Event
Challenge: Create high-impact marketing materials for a multi-faceted program to promote the American Dental Hygenists Association 100th anniversary, and 90th annual meeting in Boston.
Solution: Beginning 16 months prior to the meeting, we began development of the campaign elements that would be used throughout the year to promote this milestone event. First, we designed a “preview” ad to run in the current annual meeting program to promote the next year’s meeting. Next, we began with the creation of the theme graphics that would be carried through the program. Then came the design of special web headers, an eblast layout, the exhibitor’s prospectus and floor plan, a pop-up dimensional mailer, save the date postcard, plus a 12-page preliminary program with special event grids followed by an early registration mailer. As the meeting neared, we worked closely with ADHA create the onsite pieces including a 40-page program, badges and trivia game card.
Results: A distinctive design provided continuity of image across the year-long campaign helping to drive awareness, interest and meeting attendance. Attention to details and consistent development of materials helped the ADHA to adhere to their promotional schedule.