Throughout my career, I’ve worked on a wide range of tradeshows and conferences, creating the full suite of marketing assets that bring events to life—including invitations, brochures, backdrops, emails, animations, landing pages, and more.
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Originator Connect ConferenceEllie Mae ConferenceValuation Expo ConferenceThe 2022 Originator Connect conference took place in Las Vegas, Nevada. The goal of the show was to strengthen Amrock's existing relationships with real estate professionals and collect new leads in partnership with Amrock's sister company Rocket Pro TPO.
My role on this project was to oversee all creative work and help develop the assets featured below, as well as establishing the display layout and furniture for the booth. Our event space stood out from the surrounding exhibitors and our attendance at the conference achieved our success metrics through lead generation.
Amrock had a 20'x10' booth featuring a 10'x8' fabric backdrop, two retractable banners, a 6' table and accompanying soft seating. The goal of the booth layout was to give our sales team the space they needed to move around while allowing them to have more in-depth conversations in the chairs if needed.
Our team used the Marketo email marketing platform to develop and execute a series of five messages intended to: promote our presence at the conference, explain the benefits of partnering with Amrock, offer free tickets to prospective attendees, thank the attendees after the show, and email the winner of our giveaway.
To collect leads and make sign-up for the prize quick and simple, we created a landing page with a lead collection form. Visitors either scanned a QR code at our booth or used one of our tablets to supply their information. Once the form was filled out, a thank-you page would load to let them know their entry was successful.
Our team created social media assets that linked to a blog post on the Amrock website. After the conference, our sales team posted on their social media accounts, along with the Amrock social media account to drive additional traffic to our website.
To go along with the Las Vegas theme of the show, I came up with the idea of giving away 300 Amrock and Rocket Pro TPO branded decks of cards. I worked with my team of designers to create custom artwork for the card box as well as the backs of the cards.
The 2018 Ellie Mae conference took place just months after our company rebranded from Title Source to Amrock. This presented an interesting marketing challenge that led to a dual goal of creating awareness of our new brand while also continuing to promote our standard value propositions. We used a combination of marketing designs and animation to get the word out on our new brand and attendance at the conference.
To create awareness, we went with a custom booth that had video screens on all sides playing an informational animation showing off our key benefit in action. To draw in attendees, I created signage promoting the chance to win a Shinola® watch as well as the opportunity to win a gift card after attending a demo. To win the watch, attendees had to play a competitive video game which put them onto a leaderboard based on their performance. This strategy allowed multiple touchpoints with attendees who returned to check where they stood on the leaderboard.
I created this brochure to provide additional takeaway information for booth visitors. This custom print utilized a die-cut of our new signature caret icon along with a spot gloss on the yellow to make it pop.
I created this background animation in Adobe After Effects. The animation played on repeat at the booth throughout the conference to provide attendees with a more clear visual of the benefits of working with Amrock as well as reinforce the message of the rebrand.
Prior to rebranding to Amrock, Title Source operated as an Appraisal Management Company (AMC) known as TSI Appraisal. At the 2017 Valuation Expo (one of the industry's largest conferences) we attended with the goal of recruiting more real estate appraisers to our panel.
One of the struggles with recruiting appraisers is that many identify as small business owners who prefer to work on their own, rather than for a large AMC like TSI Appraisal. To solve for this, we needed to target an area of opportunity for this demographic.
Through brainstorming, we identified that most appraisers don't received guaranteed vacation time, so we made the decision to focus on the the extensive vacation time TSI Appraisal offered its appraisers by asking attendees "What could you do with a little spare time?"
I created this fabric pop-up backdrop for a 10'x10' booth which was accompanied by a 6' table, a high-top table and two barstools. In order to better support our recruiting experts at the event, I attended alongside them and assisted in setting up and hosting the booth.
To build up interest in visiting the our booth prior to the show, we sent out an email, a direct mailer and posted an ad in a popular appraisal magazine. Each focused on our extensive vacation time as well as other key benefits to joining our team. We included a photo and quote from an actual TSI Appraisal team member in our ad to help reinforce our message.
At the conference, we included a 5"x7" postcard in each attendee's bag and handed out tri-fold brochures at the booth with information on all of our benefits as well as how to become a member of our team.
