NIGP FORUM is the only grand-scale conference in North America that unites, inspires, and empowers all public procurement professionals. Each year, FORUM engages over 1,500 attendees representing the full range of public sector procurement departments, as well as a diverse spectrum of suppliers who enable community growth.
Past events were dependent on location-specific photography which lacked the visual storytelling of the event. Additionally, marketing assets felt disconnected from the overall brand presenting a challenge around building brand awareness for the association and member engagement.
During our discovery process, most stakeholders interviewed said the best part of FORUM (and why they return) is the people. There was an ongoing theme around arriving excited and leaving united. Many also noted this is where they build their professional tribe of people to lean on both professionally and personally — you leave with friends for life.
We aimed to back up the value of “connecting with people” with the measurable outcomes that an agency’s procurement department will experience by sending their staff to FORUM.
Our goal was to build a brand to showcase that NIGP’s FORUM is visionary, progressive, inclusive, and a breeding ground for rewarding partnerships. We wanted to ensure the event brand:
In 2019, we developed a campaign building off of the “FOR” in FORUM to apply a 3-line top-line message that communicates a triple-layer value system to align with NIGP’s new brand pillars: FOR Us, FOR Our Agencies, FOR the Greater Good.
In addition to the above, 2020 celebrated NIGP’s 75th Anniversary which we highlighted at that year’s FORUM, as well, with special diamond anniversary assets.
NIGP FORUM 2020: A momentous year for celebrating
FOR 75 Years: Take part in NIGP Forum’s Diamond Anniversary to inspire our purpose, ignite our community, and celebrate our work.
For 2021, we are embracing and building around the challenges of a virtual FORUM event. We introduced a much brighter color palette to evoke energy and a sense of optimism. Because FORUM is mainly about networking and sharing ideas amongst peers, we developed this idea of strategy through the use of X’s and O’s. This allows us the ability to create a variety of colorful, engaging branding and marketing assets to excite their audiences.