Developing a brand for a conference, starting from a 100 year old tradition school such as the University of Alberta is intimidating. This inaugural event needed polish, flair, personality, class and leading edge spirit to be distinct from all other conferences.
Leadership and disruption, 2 skills that go hand in hand. What ideas could be thought of, implemented, dreamed up? What does that look and feel like?
Creating a name, logo, splash page, signage, agenda, workbook and full social ad plan for a first time event is a thrill. From the marketing standpoint we needed to expand the reach of U of A School of Business, Executive Education Calgary campus. People are use to U of C Alumni materials and awareness. People think of U of A just being in Edmonton. But that is far from the truth, their quality programming and world renown instructors are worth a buzz.
Creating a marketing plan for a specific event vs. a business is always a challenge. Where to spend the set budget responsibly with a mix of paid, earned and owned advertising and marketing. Here are the results of this very successful event that just took place. With 200 attendees at the Telus Spark Science Centre there was disruption among the leaders of Alberta for sure.