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.