Client engagement

Campaign operations for an industry trade event

Registration sprint, exhibitor and member support, floor content, and a scanner app built for the event floor itself.

Problem

An industry trade event needs a registration push, exhibitor coordination, member communication, and on-floor material — all on a fixed date that does not move. The usual failure is that content gets made in the last two weeks, arrives out of order, and nobody knows which asset was for which day.

Context and constraints

Run for the printing industry association, alongside my day job at a member company. Fixed event date, volunteer-scale resources, and multiple audiences to serve at once — prospective attendees, exhibitors, and existing members.

What I built

A dated registration sprint calendar so every asset had a slot and a purpose before production started, a caption bank to keep messaging consistent across the run, post packets for each campaign day, exhibitor kiosk and registration-area loop assets for the floor, and a booth-scanner app used at the event itself.

Before / after

Before: campaign assets produced reactively in the final weeks, with no shared view of what runs when. After: a sequenced calendar with 241 campaign files behind it, each day's packet prepared in advance, plus a working tool on the floor.

Result

The campaign ran to its calendar and the floor tooling was used live at the event. Registration and reach figures are not published here — I do not hold a verified export. What is demonstrable is the operating record: 241 campaign files, a dated sprint calendar, and a shipped app that worked on the day.

What I would improve next

Instrument the booth scanner to report its own usage. It was built to solve a floor problem and it did, but it should have been logging the evidence of that the whole time.

Tools used

Content calendar and post packets
Caption bank
Custom booth-scanner app
Display loop assets

Artifacts

The PIAP campaign pipeline: 47 posts with per-post product, format, pillar, CTA, status, and next action. Two rows are held as asset-blocked pending a real photo set.

This one sits on top of twelve years inside a commercial press.

Plenty of people can run a campaign calendar. The part that is hard to hire for is knowing what an exhibitor actually needs at a kiosk, why a registration deadline behaves the way it does in this industry, and what the people on the floor are going to ask about. That knowledge came from the day job, not from the campaign.