I managed an annual multi-day convention for Annex Brands, a four-day event featuring a charity golf tournament, a 50+ vendor exhibition, workshops, roundtables, guest speakers, and an awards dinner. Over 500 franchisees attended from across the United States. My responsibilities encompassed site selection, project management, budget oversight, and comprehensive marketing of the event. Following the convention, Annex Brands consistently experienced a 30% increase in sales among attending franchisees compared to those who did not participate.
To enhance attendee experience, I included a schedule of events in each attendee’s lanyard for easy access. Additionally, I developed a detailed program highlighting event specifics, all branded with the convention theme, which was also featured in the main corporate address to the franchisees.
As the primary point of contact, I coordinated with the hotel, vendors, contractors, and entertainment providers, managing RFPs, budgeting, and overall project execution. The floor plan accommodated over 50 vendors, many of whom were also event sponsors.
After the event, I produced a post-convention magazine, which was distributed both in print and online to all attendees. The magazine, which included a save-the-date for the next convention and a link for early sign-ups, was a big hit with the franchisees. I also conducted post-event reporting, surveys, and a follow-up staff meeting to assess the event’s success.
Mouton Marketing 