Mackinac Policy Conference.
Michigan’s premier policy forum, hosted at Grand Hotel on Mackinac Island, convenes over 1,500 of Michigan’s top business, political, civic, and philanthropic leaders to shape policy and regional strategy. Attendees hear from high-profile local and national speakers, and engage in discussions to improve the state’s economic development, education, infrastructure, equity, and public-private collaboration.
For more than a decade, I have shaped the brand experience of the Mackinac Policy Conference through roles spanning creative direction, main stage production in partnership with external agencies, fulfillment of more than $1 million in sponsorships, and leadership of comprehensive pre- and post-conference marketing and communications strategies.
Creative Strategy and Direction.
Annual Theme Visuals
Led graphic design team in creating storytelling visuals that reflect the Conference chair’s vision of the annual theme. These graphics are adapted for use on every attendee touchpoint throughout the Conference.
Main Stage Animation
Led external animation and production teams through planning, creation, and execution to deliver seamless motion graphics, audio, and lighting that elevated the on-site attendee experience.
Photography Coverage
Led event coverage to ensure sponsored sessions and keynote speakers were photographed and images released in near real time to maximize media impact.
Sponsorship Fulfillment.
Experiential Solutions and Brand Activations
Led the fulfillment of more than 90 sponsors with benefits that ranged from signage placement, digital logo placement, room takeovers, and production collaborations.
Digital Placement
Pre-, during, and post-conference digital placement - website, emails, stage presence, sponsor loops throughout the hotel, mobile app, etc.
Digital Marketing and Mobile App.
Digitial Marketing
Led all digital marketing efforts to ensure attendance and revenue goals were met, and attendees knew what to expect upon arriving on the island due to complicated travel circumstances.
Attendee Communications
Change management communications due to procedural changes, and hotel booking process.
Mobile App Development
Worked with app platform Event Mobi to lead the design and development of our Conference mobile app, and led the on-site user experience and push notification strategy for usage of the mobile app.
