
Additional Projects
Being a marketing leader for fifteen years, there are multiple projects that I am proud of, here is a short collection of a few other projects of note over the years.
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01
Association Rebrand
I led the rebranding of the Convention Industry Council as it became the Events Industry Council (EIC). Originally, the project started as a logo refresh but as we worked with our board, CMPs, and industry stakeholders, it was evident we also needed a full name change. The new name and logo encapsulated the needs of all the organizations represented and highlighted EIC as the global champion for event professionals.
02
Pipeline Development & Retention
The Certified Meeting Professional (CMP) certification is a key revenue driver for the Events Industry Council. I revamped the marketing strategy, including developing targeted campaigns, restructuring email and social, and adding video, events, and paid advertising. The new approach led to a 190% increase in recertification and a 50% growth in new CMP candidates in the pipeline.


03
Revenue Creation
As continuing education (CE) is a requirement for the CMP certification, and many organizations wanted to offer education to meeting professionals, I saw an opportunity in the market to capitilize on. I created, developed and launched the CMP Preferred Provider in 2015, that led to over $100k in revenue in the first two years. The program is still a sucessfull revenue generator for the Events Industry Council.
04
Event Marketing
In 2017, ITS America was hosting the ITS World Congress in Canada and registration was on the decline. As Account Director at mdg, I developed a marketing strategy for both attendees and exhibitors that included paid social, PPC, print, retargeting, partner programs, alumni programs, PR and funnel pages to increase registration and buzz of the event.
Highlights: Facebook CTR 1.36% with 96 conversions, PPC - Avg. CTR 13% (highest ad was 47%) with 312 conversions, and sold-out exhibit hall.
