The WorldatWork Spotlight on Sales Compensation conference is an event for a niche group of HR professionals. It is a smaller conference held annually in Chicago. The art concept followed the theme of "Ignite Sales Performance" symbolizing a spark. The bar graphics were used throughout the campaign as a design element. The campaign included print ads, web ads, email mastheads, a variable data direct mail piece, a foldout program guide, event collateral and signage.
The variable data mailer targeted members and nonmembers with different messages for each. The recipient's first name was highlighted on the outside cover to draw attention to the piece. The name was repeated in the "Who Attends" bulleted list on the inside of the piece and near the call to action on the back mail panel.
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