Marketing Excellence Awards: SSymposium
(Billings, MT), a 65-person regional community development firm, is the fifth place winner in the Special Event category of Zweig Group’s 2015 Marketing Excellence Awards for its SSymposium event.
The purpose of SSymposium was to bring all of the Sanderson Stewart CSTP (Cool, Smart, Talented People) together for two meaningful days of learning, teaching, and team building. Firm leadership didn’t want the event to feel like another thing on its staff’s to-do list or like a long in-house lunch-and-learn. It was important to create a brand and marketing campaign that conveyed the significance and excitement of the event.
The goal of this marketing campaign was to educate and excite the firm’s CSTP about the event and attain 100 percent participation. To achieve this, Sanderson Stewart planned to reach its widespread audience electronically in the initial stage and in-person at the event.
Sanderson Stewart was fortunate to already have a branded, ongoing training program called Sanderson Stewart University. SSymposium was envisioned as a subsidiary of SSU and the logo was designed to continue the collegiate theme of the existing SSU brand. The event had a website
to showcase the itinerary and guest speakers. Because many Sanderson Stewart staff work remotely, the website worked well for everyone to be able to check on events as they were posted. The event had its own SSymposium-branded print materials, including itineraries, nametags, and event posters. Firm leadership also felt it was important that, when their CSTP checked in at the conference, they received some standard conference goodies, including SSymposium-branded lanyards and insulated tumblers.
The Sanderson Stewart team's established goals were achieved. SSymposium was enthusiastically received with 100 percent participation from staff. The firm measured its success by surveying participants about their experience at the event. The feedback was overwhelmingly positive.
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About Zweig Group
Zweig Group, three times on the Inc. 500/5000 list, is the industry leader and premiere authority in AEC firm management and marketing, the go-to source for data and research, and the leading provider of customized learning and training. Zweig Group exists to help AEC firms succeed in a complicated and challenging marketplace through services that include: Mergers & Acquisitions, Strategic Planning, Valuation, Executive Search, Board of Director Services, Ownership Transition, Marketing & Branding, and Business Development Training. The firm has offices in Dallas and Fayetteville, Arkansas.