Objective
Make a bold post-merger debut at the International Foundation of Employee Benefit Plans (IFEBP) conference—an important industry event for both Marathon and Everside. Historically, Everside had a larger presence, and we aimed to combine the best of both legacies to reintroduce the unified brand with impact, energy, and clarity.
Make a bold post-merger debut at the International Foundation of Employee Benefit Plans (IFEBP) conference—an important industry event for both Marathon and Everside. Historically, Everside had a larger presence, and we aimed to combine the best of both legacies to reintroduce the unified brand with impact, energy, and clarity.
Approach
We designed a fully custom booth and immersive attendee experience, securing prime placement directly at the entrance for maximum visibility. The booth was thoughtfully engineered with built-in storage (to eliminate clutter), branded giveaways tailored for a union audience, and dual-sided activation zones to capture foot traffic from all directions.
We designed a fully custom booth and immersive attendee experience, securing prime placement directly at the entrance for maximum visibility. The booth was thoughtfully engineered with built-in storage (to eliminate clutter), branded giveaways tailored for a union audience, and dual-sided activation zones to capture foot traffic from all directions.
Front of booth:
+ A branded claw machine filled with union-appropriate swag and high-value prizes staffed by trained marketers who engaged attendees, identified prospects, and routed qualified leads to sales
+ Digital monitor showcasing client and patient testimonial videos
Back of booth:
+ A “Pop-a-Shot” basketball challenge for fun, interaction, and engagement staffed by trained marketers who engaged attendees, identified prospects, and routed qualified leads to sales
+ Digital monitors showcasing client and patient testimonial videos
+ Graphics proudly highlighting all union groups served by Marathon Health
We also hosted a client and prospect event at Petco Park, transforming the space into an unforgettable brand moment. Attendees received custom giveaways (like branded hats and beverage bats), and enjoyed activities including a fast pitch challenge, bullpen catch sessions, two full bars, and premium catering, reinforcing our personality and value in a relaxed, high-energy environment.
Outcome
The booth was a standout success, drawing crowds, creating buzz (even from competitors), and producing hundreds of new high-value leads. It gave us a platform to directly address client questions about the merger, merge our legacy audiences, and reinforce trust in the new brand. The Petco Park event further deepened relationships, helped retain brand loyalty, and built momentum for future conversations.
The booth was a standout success, drawing crowds, creating buzz (even from competitors), and producing hundreds of new high-value leads. It gave us a platform to directly address client questions about the merger, merge our legacy audiences, and reinforce trust in the new brand. The Petco Park event further deepened relationships, helped retain brand loyalty, and built momentum for future conversations.
My Role
Creative Director
Attendee Experience Lead
Content Strategist
Designer
Video Producer/Editor
Senior Leadership Team Representative
What I led
What I led
Event & Conference Creative Direction
Booth Concept & Environmental Design
Video Production & On-Site Editing
Petco Park Event Branding & Signage
Attendee Engagement Strategy
Custom Swag Development
Cross-Functional Stakeholder Alignment
On-Site Execution & Oversight
Booth Experience
Client and Prospect Event Experience
