Think BIG Conference

The Think BIG Conference is an event aimed at educating residents in large metro areas of the benefits of establishing home and community gardens. Education is provided onsite with live workshops, hands-on opportunities and by providing an opportunity for attendees to connect with local resources in the area to establish and maintain gardens.

An opportunity to create a custom illustrated logo, advertising and promotional material and print collateral was awarded to ensure that the the first year event successfully reached their target market in Greensboro, NC and surrounding areas. The advertising elements included various billboards, a social media campaign and a direct mailer campaign. The custom illustrated design was used successfully across multiple print and digital mediums.

Understanding the Target Audience

The Think BIG Conference’s target audience consists of young individuals and families in the area.  This population is constantly moving and managing multiple tasks simultaneously.  As a result, it was imperative to create advertising that can be viewed quickly and while those individuals are in motion.  The advertising mediums consisted of billboards that were displayed on US 40, Highway 421 and Gate City Boulevard as statistics show these are the primary areas traveled by this group.  In addition, a direct mailer campaign was launched and mailed to homeowners in new housing developments in the suburbs of Greensboro and luxury apartments primarily occupied by young professionals in the downtown Greensboro area.  Lastly, a social media campaign was launched to establish a place for individuals to stay connected and current on activities and speakers as the event date became closer.  The advertising elements included various billboards, a social media campaign and a direct mailer campaign. The custom illustrated design was used successfully across multiple print and digital mediums. 

The third and final deliverables focused on materials to help attendees navigate the venue upon arrival and have souvenir items as they return to their communities to establish home or community gardens.  Signs to navigate the event were clearly labeled and displayed and various selfie stations were available throughout the event encouraging visitors to take pictures and share via their social media channels using the event hashtag.