Based on survey results from American Dental Association members who attended the 2011 ADA Annual Session, NeigerDesign recommended splitting the focus of the marketing program for the 2012 ADA Annual Session between Continuing Education (CE) offerings and the attractive Destination (San Francisco). NeigerDesign's theme — "Be a part of it" — created a connection between an Annual Session attendee and an Annual Session experience. NeigerDesign created two versions, and mailing lists were segmented to test response rates of the different creative approaches used in the CE and Destination versions.