ABM :: Set Sail with ABM event

ABM needed to map out a way to stand tall among their competitors and drive traffic directly to their booth at the BOMA show. This “map” unfolded as a multi-layered marketing campaign, and it took shape through the “Set Sail with ABM” theme.

ABM :: Set Sail with ABM event
this event served as a (sea-faring) vehicle for ABM to achieve some key marketing objectives
The many waves of this digital email campaign claimed a Gold award from the Atlanta chapter of the International Association of Business Communicators.
After getting wind that ABM's customer appreciation event would "setting sail" at a Long Beach, CA venue with magnificent views of Pike Harbor, the design course was clear. This die-cut bottle ship-in-a-bottle was suggestive at once of the event’s nautical nature and of fine wine and elegant dining.
The invitation took shape at the event in many forms.

At the events, attendees used their passports to collect stamps -- six awarded in honor of just-for-fun activities, and six presented for networking activities. When attendees went off to “chat with the captain of engineering,” as their passports suggested, they were looking for one of the six heads of services who unmistakably donned official ship captain’s hats and who were happy to meet and greet to make the evening complete.
Click, zoom, and flip through to get a closer look at the content.Design by Jessica Koffman for ABM Industries/Exhibit Expressions.
This T-shirt was the cause of celebration both during the event and after, when it received the MarCom Platinum Award for  Marketing/Promotion, T-shirt, Set Sail with ABM.
The Client
ABM is a $3.5 billion facility services company. The Set Sail with ABM event was held in conjunction with the annual Building Owners & Managers Association (BOMA) conference, a trade show for the commercial real estate industry.

The Challenge
Compared to previous years, ABMs 2010 booth was surrounded on the BOMA floor plan by top competitors, from Allied Barton to Unicco. ABM needed to map out a way to stand tall among their neighbors and drive traffic directly to their booth. This map unfolded as a multi-layered marketing campaign, and it took shape through the Set Sail with ABM theme.

The Strategy
The nautical theme carried through to the print and digital invitations, event signage, cocktail napkins, table decor, and to the T-shirts, which enabled event staff to wear the theme of the night proudly on their backs. With all components working together, the net effect was undeniably one of celebration.

My Role
Art Direction + Design
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