- case study 002client advisory board meeting // event campaign branding // spring '07
- Objective: The objective of the Spring 2007 Client Advisory Board Meeting was to introduce the “scientific” messaging and branding to our embedded base clients attending the conference. Our Spring session focused on sustainable relationships and appropriately tag-lined, “Sustainability Starts Here”. Organizational performance – Not through the heroic efforts of a few – not as a one time, or short lived event, but sustained over time through knowledge. TeleTech welcomed attendees to maximize their time, contribute and learn at this Spring’s Client Advisory Board meeting. Ask questions, share their learnings, their success, and their failures. TeleTech asked the board members to help them build a collective knowledge amongst their peers that is the foundation for sustained performance.
Strategy + Solution: We seriously focused on sustainability for our Spring ’07 CABM. Our goal was to create a comprehensive system that could be reused every year and leveraging sustainable materials and practices. This would involve all of our printed materials, signage system, and promotional items. Leveraging our “Science of Customer Management” rebranding exercise and the seasonal title art, we designed a system that incorporated wood grains, organic overlapping waves, leather strapping, and natural grass elements. Wood grains signifies sustainability and foundation; organic overlapping waves signifies the exchange of information and movement; and natural elements signifies Spring and new growth.We further refined the system with the use of repositionable panels for our way finding signage system and recyclable materials for our printed mechanics and promotional items. We avoided substantial “one-off” printing cost and less impact on the environment, by using fewer way finding signage backers, as a result of the interchangeable appliqués.The menu signage served as a room divider, changeable menu board, and functioning 2 person check-in station.Results: The entire event delivered a revenue to expense ratio of 45:1 and the bi-yearly guests responses and accolades poured in during and after the event. They expressed they really enjoyed experiencing the “modern” environment and the application of the natural and multimedia elements