Rebranding, Rebuilding, and Reconnecting—Across Channels

The Challenge

After the pandemic, the organization’s flagship conference needed more than just a location and a registration link. It needed a reason to return—a story that reflected innovation, reconnection, and a sense of momentum in the profession.

 

That’s where the new name came in.

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The Strategy​

I led the rebranding of the event, including a full renaming that captured the spirit of moving forward together. That name became the anchor for everything that followed—from a refreshed look and feel to a unified message across every channel.

 

Working with a cross-functional team, I developed the full content and campaign strategy. We launched the conference’s first dedicated microsite and used it as a dynamic hub—updated weekly as sessions, speakers, and logistics evolved. I wrote the promotional copy and collaborated with our web, education, and design teams to keep it current and audience-focused.

 

To build early buzz, I developed the concept for the promo video, sourced visuals, pulled in past footage, and ensured it aligned with our brand and campaign tone. The result? Over 15,000 views and a wave of early registrations.

 

From there, I wrote and coordinated campaign emails, social media posts, and content for speakers, deadlines, and benefits—carefully timed and tailored for different audiences. Every channel told the same story, just in a way that made sense for its reader.

 

The Impact

This campaign marked a turning point. It reestablished the event’s presence, helped rebuild trust and engagement, and gave the organization a consistent foundation to build on. In the years that followed, this strategy contributed to measurable growth—including a 20% increase in repeat attendance and over 15,000 video views in the most recent campaign.

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This wasn’t just a campaign—it was a relaunch. One powered by strategy, storytelling, and a shared belief that the event could be more than back. It could be better.

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