Capability

Events

Owned marketing for the Annual Conference (470 to 605 attendees) and scaled the event calendar from a handful every year to nearly twenty.

5 → 18 events a year

How I approach it

Conference season is the clearest picture of what a one-person marketing department does. I ran the campaign from save-the-date through post-event recap: the email pushes, the social promotion, the on-site photography, and the creative direction for the year’s visual identity, which I developed with a contract designer out of the planning committee’s brainstorms. The taglines came from me, with committee approval (“Through Adversity to the Stars” and “Nurse Leaders Assemble!” were two of my favorites).

Honest read on the numbers: paid attendance held flat-to-modest through a pandemic, a virtual year, and several price increases, with the best venue in the rotation up 11% (Disneyland 2022 to 2025). The bigger story is volume. When the chapters folded into the state org in 2023, the event-marketing load went from about five a year to closer to twenty. I handled marketing for all of them.

The case studies

Each conference was a full collateral suite with a story behind it — key art, app assets, print ads, brochures, signage. Click into one to walk through the process from brainstorm to print shop.

Nurse Leaders Assemble comic-book cover: four nurse superheroes in bright blues, one winged and holding a lamp aloft 2022 Annual Conference · Disneyland Hotel, Anaheim Nurse Leaders Assemble! Our first in-person conference after two years of pandemic bans needed to feel like a celebration — so the nurse leaders came back as superheroes. Read the story → Through Adversity to the Stars key art: a space shuttle climbing through storm clouds and a red desert sunset into a starfield, above the ACNL logo 2023 Annual Conference · Westin Mission Hills Golf Resort & Spa, Rancho Mirage Through Adversity to the Stars A theme dreamed up on the flight home from the previous conference: Per Aspera Ad Astra, the Starfleet motto, 'Through Adversity to the Stars.' Read the story → Healing Hands, Joyful Hearts symposium flyer: a bold navy title over a soft purple and orange watercolor wash, with venue, date, and a registration QR code 2025 North Central Chapter Symposium · Wine & Roses Resort, Lodi Healing Hands, Joyful Hearts A 12-page symposium booklet built solo in roughly two weeks, on a design system nimble enough to absorb last-minute speakers, sponsors, and a day-before addendum. Read the story → Turn Up the Volume final key art: an 80s synthwave poster with a neon sunset, palm trees, mountains, and an EKG line in ACNL purple and pink 2026 Annual Conference · The Westin Rancho Mirage Golf Resort & Spa Turn Up the Volume on Nursing Leadership The most stressful theme in seven years: a music concept the committee loved but couldn't art-direct, resolved by an 80s synthwave sketch that finally won everyone over. Read the story →