Advertising
Social Media Ad Cards
In 2019, I proposed a new form of promoting our company efforts at that year’s ILTACON, a key conference and tradeshow in our annual event lineup.
Organized by the International Legal Technology Association, one of the leading collectives within the legal tech industry, ILTACON is a yearly multi-day social and educational gathering. Lawyers, businesspeople, IT professionals, cybersecurity experts, technology consulting firms, and product developers all come together to unveil and share the latest developments and inventions within the spheres of technology for law firms and similar institutions.
As a longtime active participant in the ILTACON conference series, Kraft Kennedy had a lot of activities to drive attention and attendance to. Our annual efforts included:
Hosting a yearly golf tournament
Participating in educational sessions developed by the conference organizers
Presenting our own educational and product demo sessions outside of the official conference schedule
Assembling an engaging booth presence at the tradeshow space to connect with attendees
Organizing happy-hour style social gatherings, raffles, and other after-hours activities
Eager to catch the eyes of future attendees, and to stand out in a crowded market, our team needed a fresh approach.
I designed and wrote the language for a series of vibrant, image-driven “ad cards”. Sized to fit the image space of a Twitter or LinkedIn post, this array of cards allowed us to leverage our social media presence and boost recognition and interest in our brand and roster of activities in a memorable way.
Utilizing word play underscored by appropriate stock imagery, the cards contained messages often relating to familiar gripes reported by those in the industry. A subtitle would direct the reader to an opportunity to interact with Kraft Kennedy at the upcoming conference to address those challenges.
Distributed via social media in the weeks leading up to the event, the campaign was exceptionally well-received by our audience and greatly boosted the engagement with the company efforts in 2019 and the following years.
The ad cards proved so successful, our team began leveraging similar promotional approaches to other events and initiatives.
Infographics
Sometimes a graphic can explain something better than a thousand words. Especially when that something is a complex technical service offering or the benefits of a lengthy and costly, but ultimately business-critical hardware restructuring project.
Operating in the realm of fast-paced social media consumption, our audience didn’t always have time to parse through complicated technical white-papers to discover the advantages of investing in reinforcing their IT environment.
My college background in IT management allowed me to effectively absorb the technical details of the services our company provided. Pairing that unique understanding with design capabilities, I was able to simplify and visualize those concepts into infographics. Bringing that skill to the table in the Marketing team, I served as a “translator” between our engineering teams and prospective customers.
All design and copywriting by me. Some icons licensed from The Noun Project.
Process:
Infographic Creation
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Typically, I would begin the project of creating an infographic with assembling notes on my own existing base understanding of how the service was performed and its benefits to our clients.
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Next, our team would schedule a group meeting with the relevant in-house experts, and conduct an in-depth interview. I particularly enjoyed thoroughly dissecting the hows and whys of those complicated technological projects directly with our engineers.
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With the technical details rounding out my mental concepts for the infographic, I would begin shaping the language and visual layout.
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A follow-up interview with the same team to review the contents of the infographic would confirm the accuracy of my “translation” and provide edits before finalizing the design.