A cross-media strategy that makes effective use of the complementary strengths of print and web media can help turn an arena of marketing obstacles into a field of success, as this case study demonstrates:

PROJECT: Starting with a phone call from our Kodak contact in Rochester, NY we were asked to develop the overall theme and marketing plan for their upcoming Graphic Users’ Association conference. Our goal was to secure at least 180 participants to Kodak’s GUA 2010 conference in Vancouver, BC. Our recommendation was a cross-media campaign that targeted both past attendees and new prospects.

CHALLENGE: With the current state of the economy and businesses cutting budgets for traveling and attending conferences, Kodak was concerned that they would see a decline in attendance. In addition, the conference was held in Vancouver, BC; acquiring a passport and traveling out of the country also created some concerns. A challenge on the execution side was the ever-changing schedule. The five days of conference schedules, agenda and session descriptions were being updated on a daily basis—staying organized and confirming that changes were made on all effected pieces proved to be a challenging task.

SOLUTION: The campaign began with the development of the overall theme “U Never Stop Growing” (utilizing grade school photographs of board members) and a secondary tagline “GUA: 2010’s Smartest Investment”—through these themes we communicated the benefits of and knowledge gained by attending the conference. The cross-media campaign included: 15th Anniversary logo, web site, web banners, a variable printed direct mail campaign, an html email campaign, personalized URL, invitations, conference brochures, conference signage and more.

GUA 2010 html Email

RESULTS: From theme development to the execution of print, web, email and on site materials, ZGraphics implemented a powerful and cohesive cross-media campaign that created awareness of the Conference. 235 people attended  the conference, the goal was to secure 180 registrants.

“It was a great success thanks to the efforts of ZGraphics excellent execution of the marketing plan!”

— Michele R. Laird-Williams, Association Manager & Executive Director, Kodak Graphic User’s Association