Bringing Event Marketing Into the Future: Stepping Into Virtual Events

📌 Brief

Create a visual campaign for SIA’s North American Summit virtual event. Deliverables to execute: 8-week pre-event email drip, presentation designs and editable templates, a printed booklet and a door hanger. Branding for the most part was handled within SIA’s internal design agency. It was my job to use those elements to create a visual campaign.

👨🏽‍🎤 Creative Process

There were a lot of visual elements that needed to be used along with the request that the deliverables be easily adjusted for their other events that year. I wanted the emails to create excitement and give out useful information. I decided to storyboard a countdown animation and then I developed a template that would house a gif animation countdown and infographic images that called back to the previous weeks. SIA continued to use the templates and workflow for three other international and national events.

🛼 Creative Challenges

Since this would be SIA’s first set of virtual events in the company’s history. They were afraid of losing what makes conferences so fun: the experience of immersion. In order to combat this they set up an 8-week email drip campaign to go along with their box delivery (which included a few printed items).  Their goal was to include pro-tips each week for the registered guests and to prompt them to add the event to their calendar. They wanted to call back to the tips from the previous week.

⚡️ Visual Design

Using the elements provided from SIA’s internal agency I implemented a simple virtual lobby design along with the rest of the marketing materials. While the brand guides and pattern were set in stone I was allowed to creatively implement any royalty free illustrations as long as I edited them appropriately and branded them within the set color constraints.