driving conference conversation
Since 1967, the Texas County & District Retirement System (TCDRS) has been the trusted choice for retirement, disability, and survivor benefits for Texans. Their legacy goes without saying, but at conferences they struggled to stand out in the crowded exhibit space and were missing an opportunity to engage their members. TCDRS asked West Cary Group to transform their booth branding from unspoken to unforgettable.
digging deep...
How did we create a brand presence that attracts conference attendees to TCDRS booths? First, we dug deep into the goals and pain points of employers and members. Once aligned with TCDRS stakeholders, we rolled up our sleeves and built an engaging, educational playbook for representatives to run a modern, captivating booth experience.
Positioning TCDRS as a leader in their space required us to dive deep and engage with them at every level. From conducting in-depth primary research to traveling to the Lone Star State for team interviews and brainstorming sessions, we explored how their benefits align with attendee needs and how their booth experience could best reflect that. Through this process, we uncovered that:
Armed with insights, we developed a strategy designed to equip the TCDRS conference team for success. This new engagement game plan included:
Finally, to bring this strategy to life, we redesigned their booth with TCDRS’s new branding, eye-catching visuals, a streamlined, modular setup, and foolproof digital experiences—complete with engaging quizzes and surveys.
...and striking results
With a revamped and digitally integrated experience, TCDRS representatives reported back — successful change management with the booths’ intuitive structure, boosted foot traffic and deeper visitor engagement, and a stronger brand awareness that continues to grow between conferences.
