American College of Sports Medicine

Overview

In 2018, the American College of Sports Medicine partnered with Bohlsen Group for the promotion of their upcoming multi-year Capital Campaign launch. This launch was to take place at their 2018 Annual Meeting in six weeks and was critical to their initiatives to support current and future members of the College and help them grow and inspire in the U.S. and globally.

With the quick timeline, Bohlsen Group quickly developed a strategy that outlined a brand and key messaging around the Capital Campaign, labeling it ELEVATE. Within the ELEVATE Capital Campaign, a variety of audiences were targeted, from scientists to personal trainers, so assets were to be developed that spoke to them all. A promotional video was developed around the new Capital Campaign branding and key messages that was then revealed at the Annual Meeting accompanied by swag items such as t-shirts, lanyards, temporary tattoos and badge stickers.

To encourage the audience to interact with the brand, a photo opportunity was developed and executed at the Annual Meeting. A white backdrop featuring the ELEVATE logo was set up in the lobby and meeting participants were encouraged to use a marker to write what they would ‘ELEVATE’ through the College’s work on the backdrop. After adding their mark, they were then to take a picture in front of the backdrop to share on social media using the hashtag, #ELEVATEACSM. After the Annual Meeting, an email nurturing campaign and targeted digital campaign assisted in following up with those that were introduced to the Capital Campaign at the meeting.