CASE STUDY
AAE Conference Mailer
SITUATION
The American Association of Endodontists (AAE) is dedicated to advancing the art and science of endodontics and promoting the highest standards of patient care.
The AAE holds an annual conference offering unmatched education, hands-on workshops, and networking for members. Having worked with United GMG for over 20 years, the AAE challenged our team of experts to create a promotional piece that would go above and beyond the basics.
The vision was not only to provide members with conference details but also to create excitement to tie in with the conference’s host city, Nashville, Tennessee.
METHODOLOGY
To carry out AAE’s vision, our team of experts anchored the concept on Nashville’s well-known music and entertainment scene. Its rich musical roots inspired our team to create an innovative record and sleeve piece to contain all the information about the annual meeting.
Working together, we married graphics and colors to match the vibe Nashville is known for. We created die lines for the graphics to be laid properly and proofs to ensure the unique final design would fit when trimmed and folded.
Once perfected, the pieces were printed in process color with an aqueous coating to prevent scuffing. After printing, each piece was die cut to shape, scored to prevent cracking when folded, and glued to make the record sleeve. Once the bindery was complete, a record was inserted and a wafer seal was affixed to prevent the record from sliding out.
RESULT
The innovative choice of using a vinyl record as the anchor for the AAE’s invitation created a tactile, visually creative, attention grabbing piece. Unlike standard promotional invitations or mailers, the record stood out because of its shape and size and also highlighted the best things attendees could expect from Nashville.
The result was exactly what AAE was looking for— a piece that effectively promoted their member conference, created excitement and drove registration.
CONCLUSIONS
Creating a custom mailing highlighting the conference’s benefits and location drives open rates and attention.
Basing the mailing’s concept on what the host city is known for connects the conference with the city and everything attendees could expect.
Planning is critical and perfecting the proof is essential for maximizing the member’s excitement and experience when opening the mail piece.
