Events
Ran marketing for the Annual Conference (~500 attendees) and scaled the yearly event calendar from a few to nearly twenty.
How I approach it
ACNL’s Annual Nursing Leadership Conference is its biggest event of the year and largest source of revenue outside of membership dues. For seven years, I ran the marketing and communications from save-the-date announcents through post-event recaps. I sent the email blasts, posted the social media promotions, and handled the on-site photography. But my biggest contribution was directing each year’s visual identity, starting with brainstorming themes with the planning committee, massaging those themes into workable taglines (“Through Adversity to the Stars” and “Nurse Leaders Assemble!” were two of my favorites), and then creating mood boards and concept art to hand off to a contract graphic designer.
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 I started at ACNL, the 16 chapters mostly ran themselves, but in 2023 the statewide organization took on most of the administrative duties for all of the chapters, without adding any additional staff. 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.
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. 
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.' 
2025 North Central Chapter Symposium · Wine & Roses Resort, Lodi Healing Hands, Joyful Hearts The North Central ACNL Chapter needed almost a full annual conference worth of marketing collateral in roughly two weeks. I took care of it, even with last-minute speakers, sponsors, and a day-before addendum. 
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 visualize, a frustrated designer threatening to quit, and the sketch that saved it.