The Challenge
MentorAPM, a software provider for asset performance management in the utilities sector, needed to make a bigger impact at WEFTEC — one of the water industry’s largest and most competitive conferences.
They had a strong product but faced a common trade show challenge: drawing attention in a crowded hall, engaging visitors meaningfully, and converting that interest into qualified leads.
The Approach
To stand out, we built the campaign around a simple, relatable creative hook: coffee. From branded cups to on-site giveaways, the theme tied together every touchpoint — booth experience, pre-show outreach, and post-show follow-up — into one unified and memorable brand story.
My Role
As the lead designer for the campaign while working with Boeh Agency, I created visual assets across multiple channels, ensuring a consistent identity at every stage of the attendee journey:
Designed large-scale trade show booth graphics for maximum visibility and brand recall.
Designed landing page mockups to promote the booth and capture leads.
Designed HTML email campaigns for pre- and post-show engagement.
Produced direct mail flyers for targeted outreach to key prospects.
Developed social media graphics to drive awareness before, during, and after the event.
Designed branded swag including t‑shirts and stickers as conversation starters.
Execution
Booth & Giveaway Strategy
Large, vibrant booth graphics paired with branded coffee cups and an interactive on-site giveaway to create a welcoming, memorable space.
Landing Page
Social Media Graphics
Branded templates and posts for LinkedIn to maintain consistent messaging across digital channels.
Email Marketing
Pre-show invitation emails and post-show follow-ups, strategically designed for high readability and engagement.
The Results
1 Award — “Standout Exhibit”
at WEFTEC 2023 (campaign recognition)
83% boost in email click-through rate
within the first hour of send (per Boeh Agency tracking)
Increased brand recognition
among utility decision-makers and industry peers