Illuminate was STAR’s first association-wide summit, bringing members together for a full day of education, innovation, networking and industry insight. I led the integrated marketing campaign from strategy and messaging through creative direction and execution, building recognition for an entirely new flagship event.

The campaign included email, social media, video, digital promotion, office signage, flyers, speaker features, a sponsorship prospectus and the event-day program book. A targeted Illuminate email achieved a 67.8% open rate and an 18.5% click rate, while the complete campaign created a consistent experience from the first announcement through event day.