Case Study: Event Marketing

IDG World Expo
Macworld Conference & Expo

Skepticism was abounding when IDG approached Communication via Design in 1999 to develop and produce campaign materials for its Macworld Conference & Expo: Could a small studio take on such an extensive project? Would a conference management company work well with the creative process of an imaginative design firm?

The combination has clearly proven itself as a big success, as IDG has hired Communication via Design to develop the gamut of communications materials for six consecutive Macworld Expos over the span of three years. This semi-annual conference — located in New York City in the summer and San Francisco in the winter — requires project management prowess and easy communication between client, design firm, and production vendors.

CviaD & IDG work closely together to develop a theme for each show that has market appeal — CviaD must stay on top of new products and trends that will help advance each show. The themes are developed collaboratively and must translate well with the myriad components produced to promote the show. Campaign materials developed need to have meticulous continuity applied across a wide spectrum of components; CviaD will often make recommendations on which component will work best for each audience.

Managing these components requires meeting multiple deadlines, managing dozens of vendors, keeping the client informed, all while keeping costs contained. CviaD prides itself on its keen ability to let the client know where a project stands, at any stage of its development; the client is never left waiting for an answer.

Communication via Design has used the experiences of this partnership to look out for the client, beyond mere execution of the conference materials. CviaD was able to cut printing cost by ganging print jobs, streamline catalogues by migrating content to the web site, and creating signage systems that can be re-purposed for additional shows rather than paying to fabricate new signs for each event. Value has been added with each show that CviaD & IDG have worked on together.

IDG/Macworld recognizes Communication via Design as a very capable group, as IDG has relied on CviaD to develop and solidly manage all aspects of the marketing campaign for this world-class event. Macworld Conference & Expo continues to be the top-level event for Apple and its legion of loyal Mac users; the show attracts 300 corporate exhibitors and 64,000 attendees from around the world.