National Non-Profit
Event Marketing
Event Marketing Case Study
Client
Foundation for Women’s
Leadership Empowerment
Location
2022 MGM Grand Conf. Center
2021 Mirage Hotel & Casino
Project Brief
Since 2007, FWLE (the Foundation for Women’s Leadership and Empowerment) has hosted its annual Women’s Leadership Conference in Las Vegas. This event plays a critical role in fulfilling FWLE’s mission to support and empower women’s leadership in businesses, governments and communities throughout America.
Once again. BRAND partnered with FWLE to plan, create, produce and implement all marketing and communications strategies, assets and campaigns to maximize live and virtual attendance, and bring this amazing event to life for hundreds of participants in Las Vegas and around the country.
Event Marketing Case Study
Client
Television City
Location
2020 Las Vegas, NV
Project Brief
Since 2007, FWLE (the Foundation for Women’s Leadership and Empowerment) has hosted its annual Women’s Leadership Conference in Las Vegas. This event plays a critical role in fulfilling FWLE’s mission to support and empower women’s leadership in businesses, governments and communities throughout America.
Once again. BRAND partnered with FWLE to plan, create, produce and implement all marketing and communications strategies, assets and campaigns to maximize live and virtual attendance, and bring this amazing event to life for hundreds of participants in Las Vegas and around the country.
Rebranding
The 2021 WLC celebrated the reemergence of the conference and the country from its protective cocoon in the aftermath of the COVID pandemic. We created a special commemorative mark showing the stylized figure of a woman transforming into a brilliantly colored butterfly taking flight.
The WLC adopted the mark as the symbol of the conference, capturing the promise and results that positive personal change, empowerment and growth offer participants. For 2022, we gave the butterfly wings of gleaming crystal, the traditional gift for a 15th anniversary.
Rebranding
The 2021 WLC celebrated the reemergence of the conference and the country from its protective cocoon in the aftermath of the COVID pandemic. We created a special commemorative mark showing the stylized figure of a woman transforming into a brilliantly colored butterfly taking flight.
The WLC adopted the mark as the symbol of the conference, capturing the promise and results that positive personal change, empowerment and growth offer participants. For 2022, we gave the butterfly wings of gleaming crystal, the traditional gift for a 15th anniversary.
Event Theme
Master Your Dash
This year’s conference campaign was inspired by the poem “The Dash,” by Linda Ellis. The dash represents our entire lifetime between the date when we are born and the date when we pass away. The concept is an invitation to examine the quality of our lives and legacies. As Ellis tells us, “What matters is how we live and love and how we spend our dash.”
So, this year we challenged our conference attendees to do everything they could to make the most of their dash, to make a positive difference in the world, to create a personal legacy of excellence and success that inspires others to follow their examples.
Event Theme
Master Your Dash
This year’s conference campaign was inspired by the poem “The Dash,” by Linda Ellis. The dash represents our entire lifetime between the date when we are born and the date when we pass away. The concept is an invitation to examine the quality of our lives and legacies. As Ellis tells us, “What matters is how we live and love and how we spend our dash.”
So, this year we challenged our conference attendees to do everything they could to make the most of their dash, to make a positive difference in the world, to create a personal legacy of excellence and success that inspires others to follow their examples.
Theme Activations
BRAND integrated the Master Your Dash theme throughout the event’s graphic design, décor, collateral, signage and more. We also created three high profile theme activations that invited participants to learn, reflect, engage and interact to reinforce the relevance of the theme in the conference and their lives.
Theme Activations
BRAND integrated the Master Your Dash theme throughout the event’s graphic design, décor, collateral, signage and more. We also created three high profile theme activations that invited participants to learn, reflect, engage and interact to reinforce the relevance of the theme in the conference and their lives.
Inspring Women Video Walls
The exhibit included a giant video wall with an extended presentation highlighting many other extraordinary women who mastered their dash and made invaluable, lasting contributions to society and humanity. The video was also displayed in the registration area.
Inspring Women
Video Walls
The exhibit included a giant video wall with an extended presentation highlighting many other extraordinary women who mastered their dash and made invaluable, lasting contributions to society and humanity. The video was also displayed in the registration area.
Inspiring Women Interactive Exhibit
WLC celebrated just a select few of the iconic women whose courage, commitment and vision defined women’s empowerment and leadership. We also encouraged our conference attendees to add the name of women whom inspired them.
Inspiring Women
Interactive Exhibit
WLC celebrated just a select few of the iconic women whose courage, commitment and vision defined women’s empowerment and leadership. We also encouraged our conference attendees to add the name of women whom inspired them.
Dashboard Towers Interactive Exhibit
Each of the three colorful towers featured idealized monochromatic images of today’s multicultural women mastering their dash both personally and professionally. Other panels encouraged participants to post responses to the questions: How will your dash change the world? How will your dash impact you community? How will your dash benefit your family?
Dashboard Towers
Interactive Exhibit
Each of the three colorful towers featured idealized monochromatic images of today’s multicultural women mastering their dash both personally and professionally. Other panels encouraged participants to post responses to the questions: How will your dash change the world? How will your dash impact you community? How will your dash benefit your family?
Memory Blocks Interactive Exhibit
In honor of WLC’s 15th Anniversary these 10’x10’ Memory Blocks showcase monochromatic images of WLC’s prior events and past speakers. Each display also includes side return areas where attendees can hand write personal thoughts and good wishes, as well as their answers to prompts such as: Share your favorite WLC memory. Share the impact WLC has made on your career. Share the best advice you received at WLC.
Memory Blocks
Interactive Exhibit
In honor of WLC’s 15th Anniversary these 10’x10’ Memory Blocks showcase monochromatic images of WLC’s prior events and past speakers. Each display also includes side return areas where attendees can hand write personal thoughts and good wishes, as well as their answers to prompts such as: Share your favorite WLC memory. Share the impact WLC has made on your career. Share the best advice you received at WLC.
Public Relations
While the WLC attracts a nationwide live and virtual audience, many of its annual and participants and new prospects live in the greater Las Vegas area. So, BRAND planned and implemented a robust, effective PR strategy that maximizes the WLC’s exposure via earned media. This included writing and sending press releases, targeting and pitching media, and ensuring highly visible story placements with key local and regional print and broadcast outlets. We also secured appearances and interviews on local TV and radio programs that champion women’s issues and/or target women audiences. And we provided talking points and media training for WLC principals, as well as interview briefs for media hosts.
Public
Relations
While the WLC attracts a nationwide live and virtual audience, many of its annual and participants and new prospects live in the greater Las Vegas area. So, BRAND planned and implemented a robust, effective PR strategy that maximizes the WLC’s exposure via earned media. This included writing and sending press releases, targeting and pitching media, and ensuring highly visible story placements with key local and regional print and broadcast outlets. We also secured appearances and interviews on local TV and radio programs that champion women’s issues and/or target women audiences. And we provided talking points and media training for WLC principals, as well as interview briefs for media hosts.
Event Advertising
BRAND’s WLC advertising blitz included TV and radio spots, print ads in Las Vegas’ English and Spanish dailies, niche and lifestyle print publications, static, digital and mobile billboards, and targeted digital website ads.
Our aggressive media plan combined paid advertising with negotiated sponsorships that extended ad spend value and performance, and provided media outlets with high profile exposure to the WLC’s influential audience.
Event Advertising
BRAND’s WLC advertising blitz included TV and radio spots, print ads in Las Vegas’ English and Spanish dailies, niche and lifestyle print publications, static, digital and mobile billboards, and targeted digital website ads.
Our aggressive media plan combined paid advertising with negotiated sponsorships that extended ad spend value and performance, and provided media outlets with high profile exposure to the WLC’s influential audience.
Collateral & Signage
We designed and produced the official program book that was packed with information about the FWLE’s mission and history, as well as a master conference schedule and facility map, speaker bios and more to help participants make the most of their WLC experience. It also contained dozens of ads and messages from WLC sponsors. A downloadable version was available to virtual participants.
The event took place on two floors of the sprawling MGM Grand Conference Center. So, BRAND designed and produced the wayfinding and session announcement signage that kept participants informed, focused and on time. We also created an installation and scheduling guide for the conference support staff, showing the appropriate display locations and viewing sequence for each sign.
Collateral
& Signage
We designed and produced the official program book that was packed with information about the FWLE’s mission and history, as well as a master conference schedule and facility map, speaker bios and more to help participants make the most of their WLC experience. It also contained dozens of ads and messages from WLC sponsors. A downloadable version was available to virtual participants.
The event took place on two floors of the sprawling MGM Grand Conference Center. So, BRAND designed and produced the wayfinding and session announcement signage that kept participants informed, focused and on time. We also created an installation and scheduling guide for the conference support staff, showing the appropriate display locations and viewing sequence for each sign.
Presentation and Graphics Support
A massive stage in the main ballroom hosted the WLC’s major events, including keynote speeches, featured speaker presentations and discussion sessions. BRAND created the main stage design and collaborated with MGM Resorts Event Production throughout the fabrication and installation process.
The main stage was flanked by giant graphics screens for displaying speaker support content. We developed and designed all content slides for all scripted presentations, as well as slides for each event’s sponsor(s). We provided visual elements and
content for the WLC Conference App, which was available to all participants. It placed all relevant information about the conference at their fingertips.
BRAND worked hand in hand, on site with the FWLE staff to coordinate the many moving parts of this two-day conference. Our deep experience in event production and management helped make sure speakers and participants were in the right place at the right time, and potential problems were solved behind the scenes before they could become real problems.
Presentation &
Graphics Support
A massive stage in the main ballroom hosted the WLC’s major events, including keynote speeches, featured speaker presentations and discussion sessions. BRAND created the main stage design and collaborated with MGM Resorts Event Production throughout the fabrication and installation process.
The main stage was flanked by giant graphics screens for displaying speaker support content. We developed and designed all content slides for all scripted presentations, as well as slides for each event’s sponsor(s). We provided visual elements and content for the WLC Conference App, which was available to all participants. It placed all relevant information about the conference at their fingertips.
BRAND worked hand in hand, on site with the FWLE staff to coordinate the many moving parts of this two-day conference. Our deep experience in event production and management helped make sure speakers and participants were in the right place at the right time, and potential problems were solved behind the scenes before they could become real problems.
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