When I assumed leadership of event marketing at Buildertrend, we took on management of our sister company’s annual member meeting. The meeting was primarily a reward trip designed to recognize and celebrate top-performing members of CBUSA. While the event had been successful in terms of rewarding loyalty, it wasn’t aligned with the company’s ambitious growth targets or broader business goals. The challenge was clear: we needed to transform this annual gathering into an event that not only rewarded top members but also engaged the broader community, driving brand visibility, loyalty and educational value,

We began by updating the branding and evaluating the current event structure, audience needs and business goals. It was clear that we needed to deliver a conference that not only highlighted CBUSA’s thought leadership but also provided valuable content, fostering a sense of community for all members. My team and I worked closely with cross-functional teams to design an event that incorporated a mix of world-class speakers, interactive sessions and networking opportunities.

To ensure the event reached its full potential, we employed an integrated marketing strategy that spanned print, digital, social media and influencer engagement. I led my team in creating compelling, consistent messaging that resonated across all touchpoints. We developed a series of print materials, digital campaigns and email marketing strategies that highlighted the educational value, key speakers and networking opportunities.

A major part of our outreach was leveraging our brand ambassadors and existing customers to amplify the event’s presence on social media. We coordinated with key influencers within our community, encouraging them to share their excitement about the event and participate in educational sessions. This organic amplification allowed us to generate buzz and interest from members who may not have considered attending.

One of the most significant changes was scaling the event to include all members. With this growth came a substantial increase in logistics, requiring new systems to manage the increased scale. We successfully adopted an event management tool that streamlined attendee registration, session tracking and overall event coordination.

In terms of content, we curated a diverse set of breakout sessions designed to address the varied needs of our members. I personally had the opportunity to present at one of these sessions, where I delivered a deep dive on brand marketing.

To enhance the overall experience, we also introduced our first event sponsorship program, which significantly offset the costs of expanding the event. By securing key partners aligned with our values, we were able to provide additional value to attendees through sponsored sessions and branded content, while also ensuring the event’s financial sustainability.

CREDITS
Design: Teruko Tsubaki
Video: Adam Schollmeyer
Photo: Chelsie Lopez
Event Management: Danielle Kucera & Nicole Vitera
Content Strategy: Sean Robinson