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Creating Excitement and Awareness for the National Conference.

Client:

Human Resources Professionals Association of Ontario (HRPAO)

Challenge:

The Human Resources Professional Association of Ontario wanted to create awareness and drive attendance to their flagship conference. They had recently modified their logo and did not have any consistency in their marketing materials. They wanted to develop something that would stand out in the industry. Kaleidoscope bid on the RFP, competing against 3 major ad agencies to win the business.

Solution:

Strategy:

Kaleidoscope themed the conference, developed the tagline "HR on the Move" and created visuals that were dynamic and colourful. The hummingbird image represented today's HR professional - moving quickly from challenge to challenge. The flower represents the conference - source of information. We understood that the majority of the target market consisted of women, so build the components and visuals with that in mind.

Tactical:

Multiple elements were developed including a series of ads in major consumer and trade publications, invitations, signage, brochure and conference program. The 60 page conference program included bios of all speakers, schedules, colour coded sessions and information about next years conference. The lime and orange combination attracted attention and clearly positioned the conference as fresh and modern. As part of our strategy, we developed an experiential “spa” resting station that was intended for conference attendees to chill out and relax, embracing the “HR on the Move” theme. The spa included a 5 minute foot massages, facial mists and music of nature.

Results:

The event was sold out and was considered a success by the client.
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