Hanson Energizes Annual Awards Event with an integrated web campaign

See how you can expand your brand presence and increase participation at your events with GBCA’s integrated web campaign. Hanson Design created two Websites, a targeted Direct Mail campaign and Sponsorships Incentives to make GBCA’s 2008 and 2009 Awards galas the biggest ever. Even in today’s tough economy, more participants and overall traffic was generated than years before.

Starting with a strategic analysis of GBCA needs, Hanson developed a comprehensive web marketing campaign that utilized the Awards Website, the Judges Website, Direct Mail, Collateral and an oversized, magazine-quality, full-color supplement for the Philadelphia Business Journal. The campaign was designed to increase participation, generate awareness, promote the GBCA, enhance participation and increase sponsorships for the event.

Key strategic initiatives by Hanson was moving GBCA from traditional mail–in registration to totally automated on-line. Moving to a total online environment accounted for smoother applicant registration and allowed the GBCA to ascertain the level of applicant participation in near real-time.

The theme Analyze, Adapt and Achieve acknowledges the changing environment while recognizing the continuing requirement for excellence. The design was punctuated with dynamic, relevant photography and supplemented with important text callouts allowing for a quick summation. The GBCA colors of black, silver and red were used extensively on the front and back covers enhancing brand recognition and added to the high-end, contemporary look and feel of the Annual Report.

To increase sponsorship participation in GBCA events, Hanson created a marketing and sales strategy, theme and “value of sponsorship” proposition and wrote and created new contract templates, sales letter templates, proposal templates and developed new sponsorship levels and sales documents.