Value Investing Congress
Value Investing Congress is a biannual event attracting the world’s most successful value investors. The VIC needed a modernized approach to their website, email marketing program, and event collateral. We crafted an integrated campaign centered around a seamless experience for their attendees across all devices.
Our team felt it important to shift the Congress’ messaging focus from the heavy discounting and location (Las Vegas) towards brand equity messaging. We created the mantra of GAIN. CONNECT. GROW. The concise mantra served as the backbone for the structural considerations of the site and email campaign.
The website’s primary function was to streamline the registration process and share the ever-growing list of speakers.
The registration process involved a complex discounting rubric, which the site needed to communicate with ease and clarity.
Typography helped to emphasize brand messaging and value adds for the campaign. The Las Vegas imagery was used tastefully so as to not connect this investment conference with the gambling connotation.
The 12-email campaign told an overarching story of big wins for past attendees.
Solid investment insights that lead to quantifiable results. Simultaneously, they were to maintain the clarity of pricing structure and push towards registration. The segmentation strategy shifted the messaging based on whether the recipient was registered or not, with an accelerated push towards registration as the final date to register neared.