CASE STORY

With the absence of business conferences focusing directly on responsible tax practices in Denmark, Økonomisk Ugebrev, a financial media, wanted to capitalize on the opportunity and set up an event, where tax managers and executives could network, discuss, and learn about latest tax regulations, best practices, and more.

By inviting speakers and tax experts from Denmark’s most well-known organizations, Økonomisk Ugebrev wanted to host an exclusive conference, where tax experts could share their approaches to responsible tax practice—valuable insights from peers that they could bring back and share internally.

With nothing but a name and concept, the Tax Governance Conference (henceforth “Tax Governance”) needed a visual identity, campaigns, and promotional materials to raise interest and awareness about the conference.

OUTLINE

As the lead designer, my objective was to bring life to Tax Governance. I was in charge of the design direction and building a new visual identity, which involved a new logo, cross-channel campaign materials, social media content, email designs, and event collaterals for display and handout.

Production Process

GENERATING AWARENESS AND INTEREST

In order to advertise and attract an audience of experts and executives, the plan was to promote Tax Governance to existing readers as well as new audiences with a tax-related background through online channels like email marketing and social media (LinkedIn).

For campaign materials, I experimented with numerous design concepts highlighting the attending speakers, companies, and important tax themes that would be focused on at the conference.

In order to figure out what resonated with the audience the most, I tested a variety of designs for web banners—both static and HTML5—A4 ads, email marketing, and LinkedIn Carousel.

In addition, I also created a white paper for sign ups for free trials and newsletters, which helped generate awareness about the conference.

Event Collaterals

As with all events I was part of, I designed and helped produce several event collaterals to create an engaging atmosphere and event for the attendees.

This included flyers and brochures detailing the program and speakers, name tags for each attendee with their title and company, a compendium with articles on upcoming tax regulations and laws, and roll-ups for welcoming attendees and product advertisements.

A goodie-bag was also given to attendees, which contained the brochure and compendium, a pen with ØU’s logo, and candy.

Key Takeaways

A HIGHLY SUCCESSFUL TAX GOVERNANCE CONFERENCE

With over 10 speakers and 60 participants—made up of Head of Taxes, Tax Directors, Tax Consultants, and CFOs—from 30 organizations, the first Tax Governance conference was a huge success—surpassing sales expectations and receiving overwhelmingly positive feedback in follow-up surveys.

Due to its success, we received many inquiries about when the next Tax Governance conference would take place, which inspired us to kickstart what has now become an annual Tax Governance conference.

BUILDING A HOUSE OF BRANDED EVENTS

In building a visual identity for Tax Governance, I wanted to connect it to Økonomisk Ugebrev’s other events (which I was also responsible for managing and in the process of rebranding), to create a house of branded events under the Økonomisk Ugebrev brand.

Tax Governance also served to promote a new product subscription about CSR and attract new subscribers. To draw a connection between the two, Tax Governance’s logo design, as well as the colors and fonts used, was inspired by the new product.

PRODUCING A CATALOG OF ASSETS AND MATERIALS

I was responsible for creating 95% of the campaign materials, which included creating landing and booking pages; motion graphics and videos; email marketing; post-event surveys; and SoMe content creation.

I created and sent out surveys to attendees to gather data on how the event was received, inquiring on areas such as event satisfaction, feedback and improvements, and how likely they were to attend another Tax Governance conference.