Championed brand strategy across multiple teams and vendors, delivering an unparalleled branded event experience that set the industry standard year after year.

Video best represents the scale and branded event experience. Daily highlight videos were produced in addition to the final recap video.
Video Production Credit: Ingalls Pictures

Challenge

Create an exceptional brand experience for the association's flagship annual event and specialized conferences, summits, and symposiums held in new cities. Execute a comprehensive, multi-channel, year-long tactical execution of creative brand campaigns across multiple teams with competing priorities and deadlines, increasing attendee satisfaction and attendance.

Role

Creative Director

Action

Worked directly with senior leadership to effectively brand events and identify key opportunities on-site to enhance brand presence.
Directed multi-channel year-long tactical execution of creative brand campaigns for the current and consecutive years.
Managed cross-functional teams and vendors to produce collateral, video, and onsite experience brand implementation.

Results

100% on-time, on-budget, on-brand delivery of all deliverables.
Contributed to a 24-point NPS increase and a 10% rise in attendee satisfaction.
Built and enhanced creative team skills and capabilities, contributing to the growth of the brand experience.
Multi-year GD USA In-house Award Winners for convention brand experience.

Deliverables

Brand Guide for the flagship event
Marketing collateral: Convention Pre-event and Onsite Programs, Social Media, Mailers, T-shirts, Website support, Video (pre-post) production, Event APP UI/UX
Onsite: Signage, Association booth design, Video and photography production, Presentations for Senior Leadership, Conference stage design, Exhibit Hall brand, and design support.

A small sample of collateral for the yearly flagship event.

Landing page and Convention APP

Video Production Credit: Ingalls Pictures

"Our team had the pleasure of working with Cheryl on video projects for the AVMA Annual Conventions. Her ability to communicate to us her desires and her unique understanding of the organization's target audience allowed us to deliver an exceptional product. It's minds like hers that creative teams must have on their side to continue to deliver customer experiences that delight and inspire!"

- Hugh S. Ingalls, Executive Producer, Co-Founder, Co-Owner Ingalls Pictures