BRANDING, MARKETING STRATEGY AND COLLATERAL

The creation of a flexible, modern, and professional brand has given The Family Business Conference the prestige it deserves.  

OBJECTIVE

Now in its 21st year, The Family Business Conference is Family Business Australia’s (FBA) flagship annual event. It is renowned throughout the family business industry as the place to connect, learn, and enjoy. Growing in numbers and stature, FBA needed a brand that would become synonymous with the conference each year, and a marketing strategy to better connect with the existing members.

SOLUTION

We looked holistically at The Family Business Conference as a standalone event and brand. Although linked to the FBA, it was determined that it needed its own identity, messaging, and strategy to enable growth and recognition. We started with a discovery workshop to dig deep into the DNA of the conference, and to uncover those four unique traits that make FBA so remarkable – the dedicated family business focus, a tailored world-class experience, the delivering of education in fun dynamic ways and the Family Business Awards. The body of work completed by Tiny Hunter included marketing strategy, content strategy, and visual brand identity. This was then executed across all assets of the conference promotions.

RESULTS

The new brand has been launched for the 2019 conference, along with social media content, landing pages, and printed collateral. The brand’s flexible and modular nature means the FBA can have cohesive communications every year, yet still have creative flexibility to make each year’s conference theme come to life. Concise, clear and meaningful messaging is helping to provide a more united narrative.

Greg Griffith
Family Business Australia \ CEO

“It was really important for us to work with a brand agency that ‘got us’ and our members, and Tiny Hunter were just that! As a family business and members of Family Business Australia themselves, they understood the competitive advantage of being a family business and they also understood the complexity of multigenerational viewpoints. We needed a brand and messaging that spoke to all and where our members felt like our conference was simply one they couldn’t miss and had the flexibility to design their own experience. Knowing that Tiny Hunter had worked on building the brands of many family businesses (i.e. Beerenberg) we knew we would have a shared vision in creating a strategy and design that family businesses and their advisors would connect with. Our pursuit is to put together a conference where our delegates feel year-on-year they are part of something designed, specifically just for them. It really is their conference, their way.”

DELIVERABLES

Stakeholder workshop
Conference identity
Marketing strategy
Content strategy
Marketing collateral
Copywriting
Landing page
Brochure design

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