Content-Driven Experiential Branding Campaign
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How Maureen Contributed
PLANNING
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BUILDING
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DISTRIBUTION
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Campaign Elements
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PROJECT PROFILECompany: Intrepid Learning (prior to VitalSource purchase) Role: Director of marketing, creative director, project manager, and creative partner Elements: Content Marketing Social Media Marketing Employee Advocacy Event Marketing Networking Sponsorship Goals: To generate leads for sales team, build reputation as a thought leader, and grow our mailing list “We really focused on having cute, funny designs -- things that people would be excited to wear. That's why we went with the whole tabloid theme. You can see that the headline is ‘Innovation Worker Rescues City of Denver’. [The swag became] a souvenir from the conference and [their] visit to Denver that went beyond standard crap.” |
Project Overview
In the dynamic field of training and development, we launched a groundbreaking campaign that seamlessly blended tradition with innovation. Our Do-It-Yourself Screen printing Station, showcased at a bustling conference booth, was not just an interactive experience but a strategic fusion of creativity and brand reinforcement.
Campaign GoalsOur overarching goals were twofold: first, to empower creativity and engagement at the conference; and second, to strategically reinforce our brand through thoughtful lead classification and innovative sales tactics. We aimed to position ourselves as pioneers in the training and development landscape, seamlessly merging tradition and modernity.
And, with ATD (the big industry event) just around the corner, Maureen knew she wanted to infuse interactivity in the Intrepid Learning booth. |
Target AudienceOur campaign was meticulously crafted for leaders in the training and development industry:
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Campaign Genesis
It all began with a vision – individual workers utilizing their expertise and creativity to transform their organizations uniquely. This vision gave birth to The Innovation Worker ebook, an aggregation of state-of-the-industry insights from Learning and Development leaders. This ebook, coupled with matching social campaigns, encapsulated Intrepid Learning's perspective on the shift from white-collar "knowledge work" to agile, problem-solving "innovation work" in the 21st century. Original research and psychographically relevant statistics, gathered through surveys and in-house data analysis, added depth to the narrative.
Meet Hank: The Face of 21st-Century Innovation:
Pretty soon, the concept of the 21st-century worker had a face: a fun little guy who looked like an engineer for innovation named Hank. This character became the embodiment of our message, capturing the essence of agile and innovative problem-solving in the modern workplace.
ATD Conference Infusion:
With ATD (the big industry event) just around the corner, Maureen Jann, Marketing Director of Intrepid Learning, envisioned infusing interactivity into the Intrepid Learning booth. The goal was not just to showcase our innovative screen printing station but to create a sense of community among prospective clients, getting them excited about our unique approach to training and development. The booth experience was set to be a reflection of our commitment to the evolution of the 21st-century worker.
Execution Strategy:
Meet Hank: The Face of 21st-Century Innovation:
Pretty soon, the concept of the 21st-century worker had a face: a fun little guy who looked like an engineer for innovation named Hank. This character became the embodiment of our message, capturing the essence of agile and innovative problem-solving in the modern workplace.
ATD Conference Infusion:
With ATD (the big industry event) just around the corner, Maureen Jann, Marketing Director of Intrepid Learning, envisioned infusing interactivity into the Intrepid Learning booth. The goal was not just to showcase our innovative screen printing station but to create a sense of community among prospective clients, getting them excited about our unique approach to training and development. The booth experience was set to be a reflection of our commitment to the evolution of the 21st-century worker.
Execution Strategy:
- Design Elegance: Two distinct designs, a tabloid-style shirt and a woodcut-inspired version featuring our mascot, created a visual impact.
- Hands-On Engagement: Attendees were invited to partake in the screen-printing experience, fostering creativity and personalized connections.
- Lead Classification: Team members engaged in conversations to classify prospects as Hot, Medium, or Cold leads, ensuring a tailored approach.
- Strategic Sales Moments: While shirts dried, our sales reps closed deals in a focused six to seven-minute window, sharing insights about the innovation worker.
- Knowledge Unveiled: QR codes and cards provided access to download 'The Innovation Worker' ebook, creating a full-circle experience.
- Brand Fusion: The campaign seamlessly tied back to our critical thought leadership concept, transforming vision into a tangible, memorable brand experience.
The Results
AWARENESS
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ENGAGEMENT
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CONVERSION
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See how Maureen can bring this type of innovation into your organization