Comcast Spotlight hosts an annual president’s club incentive event to recognize outstanding achievers for their performances. The event is held in a different location each year, and the company has many multi-year winners among the attendees, making it important to differentiate the event and keep it unique, fresh and innovative each year. dfine Branding partnered with both Comcast Spotlight and the company’s third-party event planning company, Andavo Meetings & Incentives, to manage the 2016 event branding and strategy. We also work directly with more than 33 Comcast Spotlight markets on various branding projects throughout the year.
Event brand design, Collateral + publication content, design + print, Event sponsorship strategy, Merchandise + apparel, Gift suite experience, Environmental branding, Fulfillment, logistics + packaging
EVENT BRAND DESIGN, LOOK + FEEL
Utilizing the established President’s Club logo, dfine Branding integrated an entirely new look and feel to the program reflective of the 2016 event location—Terranea Oceanfront Resort in Los Angeles.
dfine integrated the event brand design, look and feel throughout all high-level branding and collateral, taking the Comcast Spotlight President’s Club event brand in new directions and allowing us to produce collateral, merchandise and other materials that were new and exciting. At the same time, while giving the program a brand that was unique to the year and location, we kept the formal President’s Club logo as a main focal point with consistent supporting graphics. The new look was interesting enough to be showcased on standout pieces, but subtle enough for the co-branding of sponsor-specific pieces to shine for sponsored events.
COLLATERAL + PUBLICATION CONTENT, DESIGN + PRINT
Comcast Spotlight President’s Club reflects both the integration of existing corporate event branding and the branding of 15+ network and partner sponsorships. By presenting a consistent overall brand look and feel, dfine Branding was able to deliver cohesive designs throughout all event communications and visuals. These included programs of events, onsite signage, digital communications, event-specific prints and personalized itineraries, which reflected not only the overall event branding, but also allowed for each sponsor-specific event to have its own intentional identity. dfine managed copywriting, design and print production for these collateral pieces.
In addition to general event collateral, dfine Branding also produced the 2015 President’s Club winners yearbook; a hardcover yearbook that featured 150+ winners, five leadership winners and over 15 sponsor congratulatory ads. Beginning with the cover and interior page design, dfine managed not only the design and layout process, but also the bio copy and image submissions from each winner. After receiving responses to three questions along with headshot photos and basic biographical information from each winner, dfine then edited each individual response for grammar, style and consistency, reviewed all submitted headshots for quality and print resolution, and evaluated each person’s biographical information for consistency in job titles, regions and markets. Our design, communication and merchandise teams collaborated to deliver an overall layout of winners, placement of sponsor ad pages, and additional features for the 165+ page yearbook from design and editing through print production of 230+ copies, which dfine also managed.
EVENT SPONSORSHIP STRATEGY
Sponsors played an integral role in this event. With varying sponsorship levels and associated sponsor recognition options, dfine Branding collaborated with both Comcast Spotlight and Andavo Meetings & Incentives to determine the best use of each sponsor’s spend for the dollars available at their applicable sponsorship level. From environmental branding to signage, décor, activity-specific merchandise and gifts, dfine ensured that the experience, visibility and recognition were not only maximized, but strategically aligned for each individual sponsor and the overall goals of the event.
dfine Branding conceptualized, designed, produced and implemented various décor items to enhance the overall experience and embellish each individual event. Supporting décor included custom-designed pillows, blankets and table decorations, custom-branded flower picks, unique furniture, ground cover mats, glow cubes and orbs of varying size with branded decals, 3-foot beach balls, custom cornhole games and more.
To kick off the event, dfine Branding designed, produced and installed a 6-foot branded mat to the swimming pool floor; the first time this type of display had been used at this particular property. Designed with a clear backing, the event logo was visible from balconies overlooking the pool, the pool deck and from within the pool itself. For ongoing recognition, dfine Branding designed and produced unique sponsor-specific banners to deliver subtle, yet strategic visuals throughout the event to assimilate into the hotel location and existing décor. Activities provided the opportunity to distinguish specific sponsors as golf simulators were transformed with custom sponsor decals; spa cabanas were decorated with custom candles, pillows and blankets, and individual treatment rooms also utilized custom sponsor-branded candles. Custom vehicle flags and magnets were used to brand the SAG wagon to recognize the biking excursion sponsor. The event also featured traditional production elements including gobos, step and repeat photo backdrops and custom entry carpets.
MERCHANDISE + APPAREL
Supporting merchandise plays a key role in a 400+ person incentive event. dfine Branding designed, sourced and produced every branded element of this event, including all contents of the pre-event mailers, comprised of custom luggage tags, travel bags, fashion-branded jackets and more. Onsite merchandise included custom-sewn shimmer linen pillows, branded bottled water, custom room-dropped snack kits containing 7+ network-branded items, four versions of credentials to delineate attendee status, winner and sponsor awards, winner lapel pins, executive notebooks, staff apparel and more.
GIFT SUITE EXPERIENCE
The 2015 President’s Club winners were rewarded with a personalized onsite gift suite experience, courtesy of one of the event sponsors. dfine Branding managed the entire experience from the initial development of the concept, to the presentation and selection of offerings, gift suite appointment assignment based upon individual arrival times and activity assignments, and the overall design, schematic layout and décor of the gift suite. The final gift suite items selected for attendee redemption included eight well-known retail brands with over 20 offerings ranging from personal electronics, jewelry, watches and sunglasses to business and lifestyle bags and luggage. dfine Branding also managed the three-day onsite setup and daily staffing of the gift suite to ensure each of the 150 winners’ experiences were supported by knowledgeable and familiar faces.
FULFILLMENT, LOGISTICS + PACKAGING
Over 500 individual direct-to-recipient shipments were managed, fulfilled and distributed by dfine Branding over a two-month period before and after the event. Each intricately packaged shipment contained various personalized items such as size-specific jackets, attendee status-specific itineraries, personalized travel details, personalized awards, sponsor-specific memory books and final gift suite selections. To ensure brand consistency, all shipments that were distributed utilized the same program decal on the outside of each box as well as custom-branded UPS labels.
In addition, dfine Branding managed the inbound and outbound shipping of 10+ pallets to the hotel property and back to dfine Branding’s office for storage. Secure packaging, comprehensive package contents reporting, transit coordination and ongoing tracking management ensured the pallets containing over 200 individual boxes were delivered on time and intact. The detailed contents report allowed for a streamlined unpack and repack at the event given the limited time and space available onsite to process the large amount of contents. The attention to detail and efficient distribution process dfine Branding executed for this event resulted in a more than 30% cost savings for the end-user client in transit and drayage fees.