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ROC Award Winner: Sasaki Associates

April 24, 2014

With the submittal deadline for the 2014 Recognizing Outstanding Communications (ROC) Awards only one day away, we take a look back at the winning submission in last year’s Event Marketing category.

Sasaki Associates took home the prize for the firm’s exceptional work at the 2012 National Recreation and Park Association trade show. Kate Shoss, Director of Marketing for ARC, recently caught up with Sasaki’s Marketing Department to find out how the firm approached the project and created an award-winning SMPS ROC submission.

Give us a little background…what was the main objective for this event marketing piece? The main objective was to position Sasaki as a thought leader in parks master planning. Action items included a strong presence at the exhibition hall and participation in a panel discussion on park revitalization’s connection to city revitalization.

Can you tell us about the research and planning effort for this project? A coordinated effort demonstrated Sasaki’s unique approach to parks master planning. Focusing on client issues was central to our strategy. Several marketers and professional staff considered what data would interest conference attendees and add value to their experience. This thinking informed the creation of an interactive survey that was conducted at the conference, with results on display in real time.

What was the message and how did the design reinforce that message? Our message at NRPA was simple: Sasaki believes that parks are key to urban livability. They’re not just places of recreation, but also layered, green infrastructure that provides a community with social, ecological, cultural, and economic benefits. Exhibition graphics conveyed this message through carefully selected photographs of Sasaki projects, drawing visitors to our booth. An engaging survey based on park system interests invited them to linger. Publicly shared collection of the responses started a dialogue among conference attendees and Sasaki designers.

How did you manage to so effectively illustrate the goals and success of the team’s effort in your award submittal? With a bright booth graphic and fresh survey infographics, credit for making the entry submission appealing starts with the team’s in-house graphic designer. Photographs of the booth in context, pictures of supporting collateral, and screen captures of the communications plan displayed in a clean layout conveyed a clear understanding of outcomes at the trade show.

Hurry! There is still time to submit your firm’s award entry for this year. Late entries are due on April 25th.

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