Purchasing Power does SHRM 2018 Chicago Style
Once a year, Purchasing Power covers the SHRM Conference entrance fee for HR professionals. In return, they get to pitch their voluntary benefit to the room. In 2018, they asked us to build the campaign that earned those meetings. We built something that ran 500% over projection and took home the Gold Stevie Award for Outbound Marketing Campaign of the Year.
- Graphic Design
- Web Design
When the conference is in Chicago, go full-on Chicago Style.
We had the usual touchpoints to cover: mailer, digital ads, emails, a landing page. But none of it lands without a concept to tie it together. The conference was in Chicago. Purchasing Power was flying HR pros in on their dime. So we leaned all the way into the city, and nothing says Chicago like pizza.
We printed the invitations on pizza boxes and napkins and mailed them straight to prospects. It sounds like a stunt. It performed like a strategy: about 500% more conversions than projected.
The numbers did the talking.
Record-breaking conversions. A record number of meetings with potential clients. And the Gold Stevie Award for Outbound Marketing Campaign of the Year. Below, that's Luci from Purchasing Power, our client and collaborator on the whole thing, accepting the award.
Great concept. Proven tactics. Disciplined execution.
That's the formula, and this campaign is proof it works. A sharp idea, the right touchpoints, and the craft to pull it off drove real results and real recognition. It's also one of our favorite collaborations with one of our favorite clients.
