Illuminate was STAR’s first association-wide summit, bringing members together for a full day of education, innovation, networking and industry insight. Launching a new flagship event required building recognition from the ground up, clearly communicating its value and creating a cohesive experience from the first announcement through event day.

I led the development and execution of the integrated marketing campaign, including campaign strategy, messaging, creative direction, promotional planning and coordination across email, social media, digital platforms and STAR’s three offices. The campaign introduced the Illuminate brand, highlighted speakers and experiences, supported registration and sponsorship efforts, and maintained momentum through a coordinated series of audience-focused communications.

The work extended beyond promotion to shape the complete attendee and sponsor experience. Deliverables included email campaigns, social content, office signage and flyers, a sponsorship prospectus, speaker promotions, digital graphics and the event-day program book—ensuring every touchpoint felt connected to the Illuminate brand.