As part of the execution of Strategic Marketing Plans developed for Corporate (National) Marketing Strategies, Market Specific Marketing Strategies, and Product Specific Marketing Strategies, various Oldcastle Precast divisions attended, displayed at, and hosted local and national events and tradeshows based on Industry, market segment, or product.
Part of my role as Creative Marketing Director was to develop the various Event and Tradeshow strategies to support the Strategic Marketing Plans at the Corporate, Market, and Product levels, I worked directly with corporate management and product managers to develop the specific goals of each annual Marketing Plan, then developed Event and Tradeshow actionable items to support those specific goals. This strategy for determining which event or tradeshow to attend ensured that primary or secondary goals were being supported by the event or tradeshow effort. This strategy for determining which event or tradeshow to attend also allowed for accurate creation of Marketing Budgets at each level.
As Creative Marketing Director, my role also consisted of the scheduling and management of local and national events and tradeshows, as well as the design, creation, and management of all tradeshow assets across all markets, products, and locations locally and nationally.
Annual Connect Event
Oldcastle Precast hosted an annual customer appreciation event in Overland Park, Kansas. The event catered to between 400-600 attendees each year. The event was developed to reach industry related engineers and specifiers to demonstrate cross market and market specific capabilities. This was accomplished through visual representation of product capabilities across markets, as well as through daily continuing education classes offered throughout the course of the event.
Responsibilities for this annual event included creative direction of all aspects of the event from theme and entertainment to branding and messaging, event webpage, all pre/post-event digital communications, development/management of all visual assets including room layout, booths/banners/signage/promo items/color coordination of event dress code/lighting/videos. I also shared joint coordination of all general event planning including daily scheduling, hotel/event staff coordination, menu selection, quantities, and scheduling of food being served throughout the event, This event was held for five consecutive years.
Market Specific Trade Show assets
Developing market specific brand recognition was part of the overall corporate brand strategy as a way to establish a visual association across all market specific collateral. Below are samples of market specific trade show assets.
Vendor specific trade shows
Divisions within Oldcastle regularly displayed at vendor specific trade shows. These events provided opportunities to support and strengthen valuable vendor relationships, as well as reach members of the civil engineering community to demonstrate solution capabilities.
