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Kellogg Technology Conference 2009

This was easily my biggest project while at Kellogg. As the Marketing Co-chair, I was responsible for everything involving marketing the conference - it was my job to sell the conference out as quickly as possible. Starting with the logo (which is different from the past years' Kellogg Technology Conference logos), I created the visual branding of the conference.

More importantly, I thought of various ways of driving demand for the conference - this included crafting different waves of marketing campaigns (increasing awareness first, then generating excitement, then driving purchases), and tailoring the messages differently depending on the market segment I was addressing.

There were also smaller things like pushing the brand out even when the conference was full to drive additional demand and excitement, as well as reduce "empty" sales - so people who purchased tickets for the conference but could not make it would be replaced by those waitlisted and likely extremely excited about attending.

The conference ended up selling out two weeks prior to the actual conference day, which was unheard of for the Technology Conference at Kellogg. It was amazing to see how what I learned actually made a difference - I think I applied more of what I learned about marketing at Kellogg on this than any other project I've done!