- Research & Strategy
- Creative Direction & Design
- Project Management
- Print Management
The Canadian Public Relations Society (CPRS) hosts a national conference in a different chapter's city every year. 2014 is Calgary's year to host the conference and the iconic Banff Springs Hotel is the chosen venue.
Forum was engaged to create a year-long Marketing Communications Strategy to promote both the benefits of the Conference and CPRS as an organization. The strategy we created defined the conference's goals and objectives and included past learnings, SWOT analysis, target markets, key messages etc. From there we developed a creative platform for the conference - Ascend, an action-oriented concept which plays off of the Rocky Mountain location as well as one's desire to achieve professional goals.
We used various creative tools and tactics across multiple mediums to reach the intended target audiences across the country. So far, we have completed 3/4 of the Strategy, and CPRS has noted the delegate registration is significantly higher than anticipated - stay tuned for the final results.
Create an engagement campaign to promote delegate registration, conference awareness and differentiation.
Produce a year-long phased Marketing Communications strategy including online and print tactics, as well as an insightful creative concept.
With the event still accepting registrations and plans still being executed, participation is strong and conference goals are being exceeded. Final results will be posted following the conference.