Trade Associations
Trade associations are made up of companies and/or individuals who work within the same industry. As such, many of their communications are membership-focused and may relate to membership drives, member retention, annual trade show or conference attendance, or other member engagement initiatives.
The content I developed for my trade association clients fell under the same categories, spanning digital and print media. The associations I worked with also varied and represented industries like education, healthcare, pharmaceuticals, mobility, engineering, and confections.
Conference Materials: Postcard
Many trade associations have a trade show or conference they hold each year for its members and the National Association of Secondary School Principals (NASSP) was no exception. This is an example of an early registration postcard that was physically mailed to NASSP members and was part of a large suite of conference promotional materials I created for NASSP's annual National Principals Conference. Copy needed to be as emphatic as the design, minimal in length, and capture one's attention enough that they acted on the CTA to register early.
Conference Materials: Key Messages
Each trade show or annual conference required key messages to keep messaging unified and consistent. For the 2019 AMGA Annual Conference, I wrote these supplemental key messages focused on networking, leadership, and exhibits, all of which were meant to generate interest and excitement about specific aspects of the event. This messaging was used across conference materials.
Email: Centennial Ask
To commemorate their 100th year, the International Association for Dental Research (IADR) put an ask out to their community for personal stories about association members' experiences in dental research. The goal of this initial email was to be brief, but give enough detail that a user could quickly scan the requirements for the ask. The clear call-to-action reinforced the main ask and linked directly to where people could upload their stories.
Press Release: Global Security Exchange
Part of promotions for ASIS International's annual Global Security Exchange (GSX) included deploying periodic press releases. This one in particular was important as prior to 2018, this event was well-known in the industry under a different name, so it was crucial that the copy connect this new name to the evolution of the event brand, appearance, and breadth of session topics. In the days following the release, several security-focused media outlets and blogs picked up the story, and there was a notable uptick in online searches related to the new event name.
Click the image to read the entire press release.