Marketing Resources

The marketing co-chair is responsible for overseeing the marketing for the conference internally and externally, in both print and on the web. The Marketing Co-Chair will work closely with the speaker, sponsor and logistics co-chair.

Once your conference is approved

  1. Review website options with the Student Affairs (SA) Contact.
  2. Develop a short conference description. This will be used for the Kellogg conference website and various marketing pieces.
  3. Develop a conference “One Pager” (one page summary) to use as a marketing tool for speaker and sponsor solicitations. This should give a brief description of your conference theme, history and highlight previous year’s success.

Name & Logo Use

Marketing materials are approved by the SA and Corporate Partnership (CP) contact, and the Marketing and Communications contact (MarComm) before going to print. The approval process is to ensure Kellogg policies and procedures are being followed and sponsor benefits are being met. These marketing items include but are not limited to: website, save the date cards, brochures, posters, banners, t-shirts, and email announcements. Please make sure the entire team is familiar with this policy.

  • Kellogg Name Use - In printed materials, please refer to the conference formally. i.e.“The Kellogg School of Management’s Business of Healthcare Conference” or “The Black Management Association Conference at The Kellogg School of Management”.
  • Do not use the word “annual” on any conference communications or materials. It is not guaranteed that conferences will happen every year, as they go through an approval process. As the alternative, some conferences use the word anniversary (it’s the 12th anniversary of the X conference”) or use nothing at all.
  • Sponsor Logo Use - When placing sponsor logos, please list logos in alphabetical order within each sponsorship level. Additionally, the logos should be sized by level; platinum logos should be larger than gold, and gold larger than silver. Please reference past conference materials and work with the sponsorship chair and CP contact to ensure that sponsorship benefits are followed through within promised marketing materials. Make sure to obtain .eps/high resolution logo files from sponsors.

Media

MarComm Social Media Guide
  • Media Release Forms If Media, internet streaming or video is planned during a conference all speakers including Keynote, Panelists and Moderators must sign a media release form. Media Release Form (pdf)
  • Outside Media -The Kellogg School of Management has guidelines for interaction with the news media. The media relations must first approve all public relations/media relations activities. All press inquiries need to be directed to the Kellogg Media Relations Office. This allows the Media Relations staff to ensure requests are handled appropriately. 
  • Advertising (with the media) - Advertising of student conferences is not recommended due to the high cost associated with developing an effective, strategic advertising campaign.

Photography / Videography

  • Photographer - If a photographer is requested, MarComm will assist in securing a photographer for the conference. A photo request form may be required, confirm with the SA Contact and MarComm. The photographer will be scheduled for two consecutive hours at a cost of approximately $450 and MarComm will decide what speakers they would like to capture. If you are interested in having more of the conference photographed, we suggest assigning a student.
  • Kellogg videographer - If a videographer is requested, work with KIS and MarComm to schedule the videographer for the keynote speaker sessions. Important Reminder -Speaker permission is granted by signing the media release form at least 48 hours prior to the event.

Print Communication Marketing

  • Meet with the SA Contact to contact a designer and printer regarding layout, design, cost and deadlines for the project as well as preferred vendors.
  • Save the dates are typically mailed two months prior to the conference to alumni, previous conference attendees and persons expressing interest in the conference.
  • To submit a query for an alumni pull from the Kellogg Alumni Network, please complete the Alumni Query Request Form. Please allow 5 business days for the list to be generated. This list can be emailed directly to a printer. Please be aware that due to University guidelines, we cannot provide email addresses of alumni for your marketing materials
  • Your team may choose to email a digital save the date to students, past conference attendees, external contacts, and alumni who have elected to receive information about the conference.
  • Registration should be open before any conference materials are mailed. This ensures that all interested attendees can go to the website and register upon receipt of the mailing.

Posters/Flyers

Day of Conference Marketing Banners

  • Please work with the sponsorship co-chair, as logo placement on banners is a standard benefit of sponsorship.
  • Typically, there is a general conference banner, an all sponsor banner, and a platinum banner produced for each event. The all sponsor banner is displayed in the registration area and the platinum banner is displayed in the main auditorium. Based on budget, discuss production of the general banner
  • Please refer to the Kellogg branding website for examples and dimensions. Also consult the SA Contact for preferred vendor/timeline information.

Day of Packet/Booklet

Should include the following (check conference DropBox and see the SA Contact for examples and further information on pricing and preferred vendors): 

  • Welcome letter from conference co-chair(s) or committee
  • Welcome letter from the Dean (provided by CP/SA contact to conference team 2 weeks before the conference.)
  • Table of contents
  • Agenda
  • Keynote speaker biographies
  • Panel descriptions with biographies of moderators and panelists
  • Sponsor promotional pages /logo recognition with the following specs:
  Page Size (in) Ad Size (in) Notes for Sponsor
 Full Ad  8.5 x 11  8 x 10.5  Ad design must be vertical
 Half Ad  8.5 x 11  8 x 5  Ad design must be horizontal
 Quarter Ad  4.25 x 5.5  3.75 x 5  Ad design must be vertical

Additional Ways to Market Internally

  • Amount budgeted - Within the conference budget approximately $1,200 or $1 per student is allocated for internal marketing. We encourage you to be creative. Students have used this money for things such as mail box stuffers and floor marketing pieces.
  • Email - Use existing Kellogg groups to market the conference, section emails, class emails, club newsletters, previous years GIM or KWEST trip participants.
  • Evening & Weekend (EW) and EMBA Newsletters. EW and EMBA students receive program updates through a bi-weekly e-newsletter.

Externally

  • Put your conference info in your email signature including the registration link.
  • Identify City of Chicago resources/associations/companies to invite (ex: international embassies or professional organizations).
  • Reach out to other local business schools and their clubs.Ask conference speakers and sponsors for names to be added to invitation list.

Send flyers to sponsoring companies and companies that have speakers presenting at the conference.

Marketing Items to Order



 Item Timeline Details
 Save the Date Postcard  Mailed 6-8 weeks prior to conference  Optional
 Posters/Flyers  Once registration opens  Can be printed in Jacobs print shop
 Attendee Gifts  Finalize approved designs and order 6 weeks prior to conference  Optional -Order if budget allows for gifts
 Volunteer T-Shirts  Finalize approved design and order from vendor 4 weeks prior to conference  Optional -Order if budget allows Typically worn to promote during week of conference
 Floor Marketing Piece  Finalize approved design and order from vendor 3 weeks prior to conference  Optional Can be displayed on the Atrium steps for only 7 days leading up to the conference
 Banners  Finalize approved designs and order 2 weeks prior to conference  Create 1 welcome banner, 1 platinum sponsor, and 1 all-sponsor banner
Instead of producing a Welcome banner another option is a display on a plasma screen at the registration desk.
 Conference Day-Of Program  Finalize approved design and order from printer 2 weeks prior to conference  

Conference Day Marketing Logistics

  • Work with Logistics team for banner/sign placement and clean up.
  • Inform Kellogg Media Relations of any “surprise” press arrivals.
  • Display signs and agendas on easels and plasma screens (as necessary): directions to panel rooms, restrooms, coatrooms, etc.
  • Coordinate with logistics chair to save and inventory any items (banners, name-tags, etc.) that can be used for next year and have them delivered to the Student Affairs office for storage. Throw away anything that is dated or has sponsor logos and cannot be reused.

Follow Up: Within two weeks after the conference

  • Update the conference website with a thank-you to attendees and footage/pictures of the conference.
  • File final copies of all marketing materials used in association with the conference DropBox as a resource for future conference teams.
  • Provide any other feedback to SA and CP contact and file any notes/feedback for next year’s marketing committee in the conference DropBox
  • A student leader conference survey will be sent to the executive team by SA and CP to gather your insight and feedback after the conference.