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The Case

Each year, MetLife partners with The American Benefits Council and assembles recognized leaders from the employee benefits industry, corporate America, academia and state and federal government for a National Benefits Symposium. When MetLife needed to generate a buzz around and ensure strong attendance at the 2009 event, they turned, for the fourth year in a row, to Munroe Creative Partners.
 

Our Approach

Munroe’s challenge for the 2009 Symposium was to create a theme that would remain relevant, important and engaging throughout the historic transition in government and challenging economic times. We worked together with MetLife’s marketing team to develop and implement an end-to-end marketing program that included a registration website, invitation, program booklet, keepsake program, e-blasts and an on-site signage system. Our theme, “A Catalyst for the Future” was centered on the changing leadership and administration in the US. As the conference takes place in Washington, DC, we recommended producing a keepsake booklet to accompany the formal invitation that featured the beautiful and iconic imagery found in our nation’s capital. Our pictorial approach was extended to the website and e-invitations to further reinforce this DC-centric approach.
 

The Result

Advanced registrations and attendance for the 2009 Symposium enjoyed an all-time high. Munroe Creative Partners is proud to have been chosen to collaborate with MetLife on this important assignment for the past four consecutive years.