The problem:
Increasing attendance at the first seminar of the first day of a trade show.

The situation:
Traditionally, attendance at the morning’s first seminar is poor. The fact that this seminar was also held on the first day of a major industry trade show further complicated matters.

The solution:
The client approached the creative team (Orrell Communications and Wardog Creative) to develop a seminar invitation. We were briefed about the fact that the seminar was going to be held early in the day and that breakfast was going to be served in order to attract more attendees. Armed with that information, we created a self-mailer that communicated the importance of attending the seminar, not on the fact that there would be free food available.

The seminar R.S.V.P. count indicated that it would be standing room-only, which was later confirmed by the client.