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Business Growth Conference Direct Mail Marketing Piece - Loudoun County Chamber of Commerce

2014 ACE: Award of Excellence

The 2013 Loudoun Business Growth Conference is an all-day conference featuring a series of workshops and speaker presentations focused on developing the skills and performance of attendees in the areas of entrepreneurship, innovation and business growth.


Date: February 7, 2015
Organization: Loudoun County Chamber of Commerce
Chamber Website: http://www.loudounchamber.org
City: Leesburg, VA
Revenue Category: $900,001-2,000,000

Business Growth Conference Direct Mail Marketing Piece - Loudoun County Chamber of Commerce

SYNOPSIS:

Background

The 2013 Loudoun Business Growth Conference is an all-day conference featuring a series of workshops and speaker presentations focused on developing the skills and performance of attendees in the areas of entrepreneurship, innovation and business growth.

Objective

To develop a strategic marketing program that would create a branded identity that identifies the Loudoun Business Growth Conference as program where Loudoun County’s entrepreneurs, small business owners and executives would gain the information, contacts and fresh thinking that would power their business growth.

Solution

The Loudoun County Chamber of Commerce staff developed a marketing strategy that positioned the Loudoun Business Growth Conference – through the use of imagery, color palate and design elements – as an event where attendees would gain direct access to seasoned entrepreneurs, new ideas and relevant topics in a fun, energetic and business-focused environment.

A crucial aspect of the conference’s marketing strategy is the direct-mail marketing piece that was delivered to 2,000 Loudoun business owners, including all Chamber members, 8-10 weeks before the event. The marketing piece does an exceptional job of defining the Conference’s brand through:

  • Fun and interesting infographics based on themes and terms that are easily identified with “Business Growth”
  • A consistent color palate that employed traditional business-like colors (green and blue) but in vibrant hues that conveyed the energy and contemporary relevance of the Loudoun Business Growth Conference and the information available there
  • Clearly identified the programming, topics and speakers at the Loudoun Business Growth Conference and positioned each of these elements in ways that emphasized the events main value proposition to our attendees.

Result

Though a new event for the Loudoun County Chamber of Commerce with no proven track record or experience, the Loudoun Business Growth Conference attracted 125 attendees, at a ticket price of $69 for an 3/4 day event, generating $18,843 in revenues from sponsorships and ticket sales. The design and color scheme for the Loudoun County Business Growth Conference direct mail marketing piece was employed for all Conference visuals, from signage, note pads, e-mail marketing, and others areas.

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