THE OPPORTUNITY: DMA, the Data & Marketing Association (formerly the Direct Marketing Association), has represented the creative minds and interests of the marketing community since 1917. Nearly a century after its founding, DMA was struggling to evolve its brand positioning from the direct mail and print materials of the 20th century, to the digital, marketing automation tactics of today. Due to the evolution of the industry, the DMA Annual Conference saw peak attendance in the early 2000s before giving way to gradual decline.
When their new CEO took office in 2015, he saw the need for change and solicited the DMA Board of Directors for support. The CEO, board and conference committee collectively agreed that the organization’s most visible and critical product—their Annual Conference & Expo—needed to be reimagined. With courage and conviction to do what was necessary, DMA engaged 360 Live Media to completely reinvent their annual event and create a new, immersive experience that reengaged their members and attracted a new, broader audience comprised of digital marketing professionals.