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

National Association of Elementary School Principals

What's Next Campaign

Challenges/Opportunities:

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.  

Strategy/Results:

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.