CFA Institute wanted to refresh the way it promotes their global investment conferences in order to stand out to potential delegates and better engage with the target audience. The new approach would be led by the theme of each international event and needed to show the uniqueness of every topic.
The strategy involved developing striking, modern and fresh collateral concepts which effectively communicated to delegates the topic of each event and influenced them to apply. Full engagement was achieved by rolling out the design across multiple touch points, as the creative had the flexibility to be effective in numerous formats. This new line of thinking also saved time on creating collateral for future events, and the success of these guidelines has seen other agencies take them on board.
Registrations 13 weeks prior to the conference increased by 330 percent compared to the previous year.