PULSE PROMPT PDX

Portland State University’s Advertising Program is launching a series of conferences for creative professionals, aiming to establish PSU as a thought leader in technology’s role within the creative industry. The inaugural conference will focus on leveraging AI to enhance creative work, offering hands-on, peer-driven experiences that set it apart from traditional events. Our client sought assistance in developing a distinctive brand identity and driving awareness for the conference, emphasizing a uniquely Portland vibe—far removed from the tech-heavy feel of Silicon Valley. Key deliverables included a timeless name for future conferences, a logo, a poster design, and a strategic billboard media plan.

The campaign faced a unique challenge: while many marketing and advertising professionals recognize AI’s potential, others view it as a threat to their craft. Our task was to attract attendees to an event centered on a technology they might fear, while positioning AI as a tool to enhance—not replace—their creativity. By highlighting practical, non-threatening applications of AI, we aimed to shift perceptions and demonstrate how it can complement their roles.

Our target audience was Portland-based marketing and advertising professionals aged 25 to 54. These individuals are educated, creative, and lead fast-paced lives, prioritizing networking and professional growth. To measure success, we set a goal of selling at least 550 tickets and building a loyal audience that would return year after year, ensuring the conference’s long-term impact and relevance.