(9/5/18 – Syracuse, N.Y.) Backed by a new website and revamped promotional materials, the Firemen's Association of the State of New York enjoyed another year of success at the organization's 146th annual convention in August.
Planning started back when the calendar turned to 2018, with ABC managing early mailings and developing an entirely new look and content for a dedicated microsite.
ABC, FASNY's agency of record since 1999, placed the focus on what it knew were the convention's biggest draws – training and networking – as well as promotion of a prominent keynote speaker.
Strategy included heavy utilization of FASNY's magazine, which is edited and published by ABC bi-monthly. In addition to reaching those 50,000 readers, ABC included calls to action in the e-newsletter that goes to 15,000 members of FASNY each month.
Knowing recruitment and retention is a priority for FASNY, ABC organized, shot and edited a documentary-style video on youth programs and their value as a recruitment tool. The video premiered during the convention's opening session.
ABC also drew on past footage and photography to create a promo for the months leading up to convention mainly used in social media, which the agency also manages for FASNY.
During convention, ABC live-streamed the keynote speech, a panel discussion and annual memorial service, which together earned thousands of views over the weekend.
All told, hundreds of members experienced convention both virtually and on site in Syracuse.
Work on the 2019 convention is already underway, with a recap page developed by ABC that includes copy, video and photos documenting this year's event in an effort to entice future attendees.