Annual Event Email Template
Goal: Drive registration for the meetings and encourage corporate companies to sponsor the event. Metrics used to measure the success of this campaign include registration signups, and sponsorship inquiries.
Challenge: This event, now in it’s 11th year, typically follows the same messaging formula each year. Twelve months ahead, we announce the location and send a save the date announcement; ten to six months out we open registration, four months before we ask for award nominations, etc. This template needed to cater to tradition while using bold images and graphics to inspire excitement about the event.
Process: I started by researching our photo inventory from past events to find iconic images that could immediately communicate the topic of the message. Lanyards for holding name badges represent registration, details of crystal awards communicate the awards ceremony, and images of hors d’oeuvres speak to networking events. Each of these images will be framed by a banner image and icon circle that will change as the messages evolve: a checkmark for registration, ribbon for the awards ceremony, and a flag for special events.