Graphic concept by Megan Butler. Additional graphics by Monique Duquette.

Graphics by Monique Duquette.

Graphics by Monique Duquette.

Graphics by Monique Duquette.

Graphics by Monique Duquette.

Sample email. Web version viewable here.

Sample email. Web version viewable here.

Sample struggle card.

Sample struggle card.

Struggle_2

Sample struggle card.

Struggle_3

Sample struggle card.

The Struggle is Real. Join us 11/5 (link in bio). #aigact #designinct

A post shared by AIGA Connecticut (@aigact) on

You have the power to change the world. #aigact #designinct #bebold #smackdust

A post shared by AIGA Connecticut (@aigact) on

About

Each year, AIGA Connecticut has an event focused on in-house designers, which make up 29% of our membership. While, in years past, we’ve had day-long conferences, in 2016 we chose to hold a more intimate lecture and roundtable workshop featuring Dontrese Brown, in-house creative director and esteemed speaker.

Process

The concept for this event’s graphics was created by student volunteer Megan Butler. Board member Monique Duquette worked with me to generate the standard graphics necessary for cross-channel promotion. One of the most pressing issues for in-house designers is feeling misunderstood or underappreciated, hence the event name, The Struggle is Real. When promotion was initially launched on this event, we received positive feedback from in-house designers who mentioned some of their struggles. I saw these “struggles” as a way to both communicate with our target audience and promote the event, so I surveyed our in-house board members and community members to generate a list of common struggles, which I brought to Monique so that she could create our shareable “struggle cards.”

In the spirit of acknowledging in-house designers as a unique audience, we, as an organization, wanted to offer them savings on the cost of the event. To do this, I created a separate email campaign and coupon code, which I sent to all the guests of our previous in-house events. I was also responsible for crafting all of the copy for email and social, configuring and monitoring registration, designing all HTML emails, developing our marketing strategy, promoting and covering the event on social media, and reporting on profits.

The registration for this event was particularly challenging in that we wanted to offer guests the ability to register for the lecture and roundtable portions of the day separately, and receive a discount if they registered for both. To achieve this result along with membership level validation required several pages of logic configurations.

Around the time that we were promoting this event, Dontrese had spoken at the AIGA Design Conference as a national in-house board leader, and had just been invited to speak at HOW. I was able to incorporate video footage and tweets from his recent appearances into our email and social strategy to generate buzz for the event.


Info

  • Client: AIGA Connecticut
  • Responsibilities: Registration, copy, email, web, social media
  • Software: Mailchimp, eTouches, Hootsuite, WordPress, Instagram
  • Graphics: Megan Butler, Monique Duquette
  • Year: 2016

Method & Results

  • Emails: 4
  • Tweets: 25
  • Facebook posts: 15
  • Instagram posts: 8
  • Live posts: 32
  • Attendance: 46/50