1st Place: Event
Play It Forward: Turning Trade Show Presence Into Purpose- Driven Impact At the 2024 ISBA-OSBA trade shows, Garmann Miller launched Play It Forward, a purpose-driven booth experience that turned client engagement into community impact. By blending nostalgia, philanthropy, and standout design, the campaign transformed trade show participation into a high- energy, high-return brand experience. The Challenge Garmann Miller needed to stand out on a crowded show floor and overcome the typical static booth experience. With competitors relying on standard displays, the firm aimed to deepen emotional engagement, reinforce brand identity, and convert interactions into meaningful relationships—all while supporting a cause. The Solution The Play It Forward strategy focused on emotional connection, immersive design, and community impact. At its core was a handmade High Low card game, where every win meant socks donated to children in need. A refreshed booth, LED-lit backdrop, coordinated team attire (GM socks and green Nikes), and gamified lead capture system created a cohesive and memorable experience—reinforcing Garmann Miller’s identity and purpose. Execution & Impact Pre-show mailers and social media teases built anticipation, while on-site tactics like the High Low game, giveaways, and bold visuals drew large crowds. GM’s ISBA Legacy Sponsorship delivered mainstage visibility, and post-show follow-ups amplified reach. The results exceeded all targets: record-breaking booth engagement, over 200 guests at client events, hundreds of qualified leads, and significant new revenue. The campaign boosted brand affinity and demonstrated Garmann Miller’s leadership in purpose-driven educational design. Campaign Stakeholders Doug Rentz, CPSM; Jamee Thobe, CPSM; Kristi Shaner, CXMP.
RESULTS
$544 K new revenue from $76K spend 65% of new revenue from repeat K-12 clients
238 client event guests (goal: 200)
296 contacts captured
2,929 video views 57 interactions
+
550 socks donated to children in need (goal doubled)
8
Made with FlippingBook Annual report