• Putting ingenuity to work.

    Resonance worked with conference planners to identify and develop “ingenuity” as the 2010 conference theme. This theme was highly relevant, since it stands as a necessary quality for these under-stress professionals always seeking to accomplish more with less. It also speaks to creative problem solving, mixing imagination with pragmatism to address a challenge or need. Pre-conference postcards did more than build awareness of the event. They emphasized the value to be shared at the conference – which was important in a tight year for colleges, universities and prospective exhibitors. We also replaced the standard 12-page conference booklet with a two-sided, accordion-fold mailer that showcased conference highlights on a timeline. One side packaged the substantive program; the other heralded the social and interactive events.

  • Stealing attention.

    The 2008 Take 5 conference played off the double meaning of “take a five minute break” and “take five new things back.” The neon pink, black and white materials created a distinct, memorable, in-your-face experience. Graphic details drew attention to highlights within postcards, call to conference and onsite materials. Handwritten messages served as a second technique to call attention to specific details conference planners wanted to promote.