When the Manufacturing Leadership Council was acquired by the National Association of Manufacturers, we were asked to help integrate the two brands. As part of this task, we renamed the MLC’s annual conference from The Manufacturing Leadership Summit to Rethink.
The name change was necessary to portray the MLC brand as modern and forward thinking and to reinforce their focus on innovative technologies. To support this change, we developed an original look and feel for the event using abstract shapes and clean, simple fonts. Our efforts included ad campaigns on LinkedIn and Twitter plus automated email drip campaigns to members and prospects.
The results were impressive: More than twice as many manufacturers participated in Rethink compared to the previous year’s event.
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