BEFORE: Mid-Year Forum 2016 Ad
BEFORE: Mid-Year Forum 2016 Ad

Congressional Advocacy Day, one part of Mid-Year Forum, used to be advertised as its own separate event, so there was confusion as to its being part of the same event. Also, marketing until this point was too crowded and focused on the destination.

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AFTER: Mid-Year Forum 2016 Ad
AFTER: Mid-Year Forum 2016 Ad

Ads were rebranded, providing more useful information for the event, stronger calls to action, and photos of our members.

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AFTER: Mid-Year Forum 2017
AFTER: Mid-Year Forum 2017

Mid-Year Forum ads continue to reinforce the theme of "Politics, Policy, and Practice Management" and feature our members in action at the event.

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BEFORE: Mid-Year Forum 2016 Ad
BEFORE: Mid-Year Forum 2016 Ad

Congressional Advocacy Day, one part of Mid-Year Forum, used to be advertised as its own separate event, so there was confusion as to its being part of the same event. Also, marketing until this point was too crowded and focused on the destination.

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EVENT MARKETING & PROMOTION

MID-YEAR FORUM: FULL COMMUNICATIONS REBRAND

 

BACKGROUND

Every spring, the American Academy of Ophthalmology holds the Mid-Year Forum in Washington, D.C. It's an opportunity for our member ophthalmologists to get important regulatory updates and meet with legislators on Capitol Hill to further the best interests of ophthalmology and our patients. 

 

As Marketing Manager, I was tasked with revamping the "stale" messaging of Mid-Year Forum promotions (print and digital ads, postcards, e-newsletter copy, email blasts) for 2016, to increase meeting attendance and member engagement.

 

CHALLENGE

To increase the perception of the event's relevance and importance to everyday practice; to sell the excitement of representing ophthalmology on The Hill; to "repackage" Congressional Advocacy Day as one component of the whole meeting, increasing attendance of those who stay for the entire three days. 

 

SOLUTION

Existing messaging was vague and uninspiring and the overall design was crowded. I crafted more compelling copy with clear value propositions and eliminated unnecessary "noise." The team gave the event a title, "Politics. Policy. Practice Management.", which described its three main pillars of education and action. And I substituted generic photos of Washington, D.C. with more relatable, relevant photos of our members at the previous year's meeting.

 

RESULTS

Mid-Year Forum attendance had been flat in the mid-400s for several years. Attendance increased 14% over 2016 and 2017. Final registration for MYF components Congressional Advocacy Day and the Council Meeting also increased to record highs.