Branding and strategic development of the Florida Public Relation’s Association’s 2023 Annual Conference theme to engage public relations professionals across the state

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Action Plan

  • Create a dynamic theme for the Florida Public Relations Association’s annual conference to attract and generate registrations for the organization’s largest event of the year 
  • Engage members of the association and stakeholders in informal research to feed the development of the annual conference’s theme
  • Secure nationally-recognized subject matter experts and public relations professionals to serve as keynote speakers and lead small group activities with attendees
  • Produce creative and collateral materials to promote the speakers, professional development sessions, and social events
  • Drive current and potential members to the FPRA website to learn more about annual conference and to register for the event


  • Developed a brand identity and theme for the annual conference, which encompassed all public relations professionals including creatives, writers, public speakers, marketers and more 
  • Produced a series of promotional videos to engage FPRA members and attract non-members to attend the conference  
  • Secured fifteen public relations professionals to cover the latest issues and subjects in the industry, including crisis communication, the PESO model, the art of storytelling, artificial intelligence, ethics, and more 
  • Developed creative materials for the promotion of annual conference including social media graphics, digital graphics, e-newsletters, name tags, and poster boards 
  • Conference attendance exceeded the previous year’s event and revenue projections for the association

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