Designing the Campaign Behind Rightware’s Most Successful CES
Focus:
Event visitor growth campaign
Timeline:
4 months
My Role:
Visual Designer
The Team:
Visual Designer (me), Marketing Director, Product Owners and CEO
The challenge
Build a clear story around the event and the company’s new releases to attract visitors to the suite during CES.
This required creating all the necessary visual assets before the event while coordinating with multiple stakeholders to ensure messaging and information were accurate.
Everything needed to be prepared ahead of time so the campaign could drive traffic to the suite during the event.
Key Achievements
Meeting calendar for the event was completely booked
Assets created from scratch, including videos, graphics, and landing pages
Highest number of suite visitors in the company’s 12-year CES history
Growth in visitor awareness compared to previous years
Solution
I started the planning process early, about four to six months before the even, to ensure enough time to coordinate with all stakeholders and align the messaging.
The first step was defining the core story of the event and the new releases. From there, I created mockups of the different campaign assets to help stakeholders clearly understand the direction and approve the concepts quickly.
Workflow
Based on insights from previous years, I defined a clear execution plan for the campaign. I started by creating blank landing page structures, which allowed me to begin organizing and integrating the information as it became available.
At the same time, I gathered input from stakeholders across the company to ensure the messaging and product information were accurate. I created visual mockups of the campaign assets so the marketing direction could be easily understood and approved.
Once concepts were approved, I moved quickly into production, populating the landing pages, delivering assets for online campaigns, and replacing mockup visuals with final images ready for printing or digital distribution. Assets were prepared to be print, both locally and int the event location.
Final Thoughts
Starting early was essential because many stakeholders needed to review and approve the materials.
Mockups were extremely helpful for communicating ideas and ensuring everyone understood the marketing direction before production started.
Gradually building the landing pages also helped visualize the campaign as it evolved, allowing adjustments to be made early and ensuring everything was ready before the event.
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