A case study from our conference in Nashville, Tennessee, for which I designed all the assets.
BoardVitals is an online question bank that helps prepare doctors and nurses for major exams that they encounter in their career cycle. One of BoardVitals' objectives is to grow brand awareness to our NCLEX question banks to increase nursing users. BoardVitals purchased a booth at the National Student Nurse Association's (NSNA) annual conference to increase brand awareness, gain more leads, online followers, and more users. When we started to work on this project we realized there were three main issues we needed to address:
Issue #1 – Inform NSNA participants Boardvitals will be at the conference
We wanted to let our social following know we would be attending the NSNA conference and that they should come by our booth. We created fun, engaging assets that would inform them: A) We are attending B) We will have a raffle where they can win prizes C) Our booth number. We also sent out postcards to students who pre-registered for NSNA conference to let them know we were giving away t-shirts and hosting a raffle. If they used the link that we sent out they were able to reserve their free t-shirt and enter our giveaway beforehand -- this way they didn't have to stand in a long line at our booth.
Social Assets
Postcard
Issue #2 – Get to people to visit our BoardVitals booth at the NSNA conference
Based on experiences at past conferences, we knew our free "Trust Me, I'm (Almost) a Nurse" t-shirts would be a big hit. We just needed to get students to our booth. Our shirts were marketing on all other materials, but we wanted to engage with them a little more in the hotel (the hotel not only housed the conference but also all attendees and exhibitors). We put door hangers on every attendee's door handle. So when they got back to their room they would learn about our free t-shirt giveaway, raffle, and where to find us. We designed the door hangers in a way that students could keep it and use it in their dorms to indicate they are studying. At the booth we were giving away t-shirts and other things such as BoardVitals Swag, like sunglasses, pens, highlighters, post-it notes, chapstick, stickers, and candy. We also had a raffle where we were giving away watches, nurse clipboards, stethoscope, and a TV (that was being used to demo the product) to the lucky winners. We knew if we had the best swag at the conference we would get the students to recommend us to their peers. We also put up branded balloons around our booth so it would be visible from a distance.
Doorhanger
Giveaways
Problem #3 – Inform people about BoardVitals
Once we got the students to our booth, we gave away flyers with information about our product. We also had a giant poster that they were able to read while they were waiting to sign up for our raffle.
Results
Our participation at the NSNA conference was a huge success. Our booth was the most popular one, students were very enthusiastic about our company, we got to talk to a lot of participants, but most importantly we gained almost a 1000 new leads to email in the future about upcoming events and sales.
NSNA Conference
