Project Overview

The Canadian Marketing Association (CMA) is well known for the awards it bestows on agencies for doing the best work, but they also run a large number of conferences and industry workshops. The 2015 Marketing Analytics Conference dealt with Big Data.

This is the information everyone claims to be using that tells a marketer who their demographics are, what they’re buying, when and why they’re buying it, and how best to sell them whatever it is you’ve got. The truth is, very few agencies have the necessary tools to give you the data or the know-how to glean this information from it. Over the course of the conference, attendees heard from industry experts, learned how to use the right tools and got the insights they needed to get started.

The Concept: Right Brain / Left Brain

Marketing works much the way the brain does; it has a logical side and a creative side. The idea behind the concept was that without the Big Data, and knowing how to use it, we’re still advertising in the same way we were in the 1950’s: pure speculation. By using both sides of the brain, we learn about and subsequently know our customers, connecting with them in a positive, meaningful way.

Visually, the marketer is solving a business problem on the left, which is allowing the creative process on the right to flow effortlessly and with abandon. With the right numbers, the creativity simply follows.

Conference Website Pages and Email Campaign

Within the CMA’s website, specific pages regarding the conference were designed as well as email layouts, in order to give necessary information about the conference to the public and members.

Social Media Advertising Examples

In addition to a banner campaign, four major social media sites (Facebook, Linkedin, Youtube, and Twitter), already used by the CMA, were skinned to bring attention to the upcoming conference.

Conference Print Collateral

Everything from magazine ads and flyers to attendee badges and way-finding signage had to be created for the site of the Marketing Analytics Conference. The top example is an 8 ft by 2 ft entrance banner, while the bottom is the front and back of a flyer designed to be included in an over-arching direct mail.