American Nurses Credentialing Center
Association | Conference Marketing
(Collateral, Advertising)
About the Client
The American Nurses Credentialing Center (ANCC), a subsidiary of the American Nurses Association (ANA), is the country's largest and most prestigious nurse credentialing organization.
ANCC also administers the Magnet Recognition Program, which recognizes healthcare organizations that provide superior nursing care. ANCC holds an annual national Magnet Conference to disseminate successful practices and strategies among nursing systems.
Challenge
Develop and implement an integrated marketing campaign that includes direct mail efforts, on-site conference materials, email blasts, and print advertising.
Create a distinctive, branded look-and-feel and theme for conference marketing materials to distinguish ANCC's Magnet Conference from competitive offerings.
Leverage the location of the conference to attract attendees.
Solution
Conceived, designed, and implemented integrated, end-to-end marketing campaigns for each year's conference, including development and execution of strategic marketing plans, creative concepts, research and selection of mailing lists, direct mail, on-site conference materials, blast email copy, print ads, and corporate sponsorship brochure.
Outcome
Conference registration and attendance exceeded expectations each year:
Miami, October 2005: Registration goal: 2,000; actual attendees: 2,250 (sold out). (NOTE: The October 2005 conference was cancelled due to Hurricane Wilma and rescheduled for March 2006 in the same location.)
Miami, March 2006: Registration goal: 2,000; actual attendees: 2,300 (sold out).
Denver, October 2006: Registration goal: 2,250; actual attendees: 2,400 (sold out).