ALLSTREAM GLOBAL FORUM
ALLSTREAM GLOBAL FORUM
ALLSTREAM GLOBAL FORUM
ALLSTREAM GLOBAL FORUM
ALLSTREAM GLOBAL FORUM

ALLSTREAM

Allstream uses events to build relationships with their best customers and prospects. To market an invitation-only speakers series to this group, we were engaged to develop a brand for this program. With the naming, look and feel and voice established, we applied it to a variable campaign to launch the inaugural lecture, a speaking engagement by Robert Kennedy Jr. The campaign used a combination of save-the-date emails and dimensional direct mail to drive the target to a micro-site to register to attend.


Invitation

The invitation had a ticket attached that had to be registered online to be valid and a transit token reinforcing the theme of environmental responsibility. Part of the invitation was a message in a bottle from the planet to further stress the need for green policies.


Water bottle attached to invitation


Variable micro-site to register

When the recipient entered the micro-site to register, they were greeted by name, and the system accepted their registration and validated their ticket. Post-conference, the attendee received a link back to the site which, at this point, was now displaying a video highlight reel and posed a survey that they were encouraged to respond to for their keepsake book.


Email and personal follow-ups

Upon RSVP-ing, the target received a series of trigger emails that built anticipation until the night of this exclusive event. The Allstream sales force was also engaged, with a kick-off event introducing the campaign to them, an internal poster campaign and a series of emails designed to keep the event top-of-mind and keep them engaged with their customers and prospects. After the event, we arranged for the sales rep to deliver a copy of Kennedy’s book as a keepsake. This provided them with the opportunity to circle back with the customer. At this point of the campaign, all imagery had changed from stark industrial to idyllic nature images.