The attendees are a group of casual outdoorsy folks, some of whom live in their vehicles and camp between leading wilderness expeditions. There's a very fine line between keeping it simple and overdoing it with this crowd—they want to be appreciated and know this event is professional, but wouldn't dare be part of something wasteful.
Limited internet/WiFi at the outdoor event in remote Wyoming.
Launching this as an annual event
As the inaugural event, we needed this event to go well. We needed instructors to trust that this would be worth their time and personal investment. If it didn't go well this first year, it wouldn't likely get funding again. And we'd lose an opportunity for consistent training, unity among instructors, valuable roundtable discussions, and in-person moments in an organization that's divided into dozens of locations around the world.
The attendees are a group of casual outdoorsy folks, highly educated and resourceful, but some of whom live in their vehicles and camp between leading global wilderness expeditions. There's a very fine line between keeping it simple and overdoing it with this crowd—they want to be appreciated and know this event is professional, but wouldn't dare be part of something wasteful.
How many instructors were invited? How many came?
A series of coordinated promotions and personalized invitations before the event, and clear communication during and after the event. Zero Waste, very small print budgets (total: $200 for programs and about $500 for postcards?)
My roles: brand manager, content strategist, art director, designer, client liaison, and print production coordinator.
Standards: A brief guide for the creative team, detailing colors, angles, and other details:
(put it on a screen)
We sent postcard invitations, with room for a personal, hand-written "hello" from coordinators instructors knew personally in the Field Staffing Office:
(put it on a screen)?
Attendees received a pint glass, doubling as event swag, at an evening social/networking event. We printed in white to emulate a simple, etched effect to stay under budget while also contributing to a zero-waste goal.
Printed Products/During the Event
With a tiny budget, we designed name tags that could be practical and inspiring, but not at all wasteful. Organizational standards for sustainability and our audience's high standards for environmental ethics dictated a very simple product.
We printed small booklets, french-folded the inside pages (made from the backsides of our used office paper) and stapled them to form name tag booklets that included the schedule and a facility map. A data merge for each participant's name and identifying details, and a team of interns assembled the final, physically-interactive product.
The event program provided the schedule, speaker bios, and workshop descriptions. Some attendees actually gave negative feedback regarding the expense of printing the covers in color. Less is definitely more when impressing this audience.
It was content-focused, in a well-organized template that was used for several years:
Please reach out if you're curious about my experience with service design, or if you'd like to work together to create an event.