don't just do it; Do it with Purpose!

National Association of Elementary School Principals

What's Next Campaign


The National Association of Elementary School Principals (NAESP) annual convention had relied heavily in the past on location to drive registration attendance. As a result, new competition entered their marketplace and members had more choices with regard to their professional education. NAESP found itself with declining attendance and the need for a fresh approach.  


For an event to be special and have the potential for year-after-year growth it must be driven by content and ROI. Starting in 2014, L2 systematically helped the NAESP convert their marketing to a focus on content. Strategic decisions were made to focus on the membership as a whole to serve as the primary audience pool, since only a small overall percentage of members attended the annual meeting. L2’s new “content first” messaging and creative helped to successfully enable this repositioning to take place.