Project Description: A special Thanksgiving weekend conference for the Ontario Central East Division of the Salvation Army, October 10-12, 2008, at the Metro Toronto Convention Centre.

Requirements: The Salvation Army PR Department needed a full-scale, cross-media marketing campaign to promote and organize the event.  Special consideration for the wide age and cultural demographic of the target audience was needed to optimize the campaign.

Components: The advertising and promotion for the event began in April with a set of medium-sized posters (12″x21″) and the launch of the Harvest of Hope Congress website.  Secondary print material included handbills for inserting into church bulletins or programs, bookmarks, double sided invitational postcards, and pre-printed church bulletin covers.  All print material directed attention to the website, where up-to-the-minute schedules, speaker and guest biographies, venue and hotel information, registration forms and other relevant content was kept.

The website featured embedded video files which introduced the congress, venue, guest speakers and participants, and other highlights.  Other resources, including all the print collateral, videos, PowerPoint slides and registration forms were available for download from the website.  An e-commerce shopping system was added to the website to manage the sales of tickets for a special catered breakfast with Mike “Pinball” Clemons, and allowed for credit card purchases as well as cheque and money orders.

The event program was a full-colour 20 page book (8.5″x11″) outlining the daily schedule of activities, detailing the plenary programs and concerts, highlighted the youth and children activities, and advertised upcoming events and programs with The Salvation Army in the months to follow.  Click to view a virtual sample of the program below.

The final stage of the project involved creating and producing large format graphics for the venue installation.  Mounted banners and signs, from directional signs (22″x28″) to fully structured gateways as large as 35 feet wide were produced from the original marketing material and brought visual continuity to the event from beginning to end.

Client: The Salvation Army

This entry was posted on Monday, October 20th, 2008 at 11:16 am and is filed under All Work, CD & DVD Packaging, Digital Communication, Marketing & Advertising, Publications, Special Events, Web Presence. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.