2021 Lumen West Awards: A Case Study

Introducing the Lumen West Awards

The Lumen West Awards is an annual event that celebrates the outstanding lighting design efforts of two members of the Illuminating Engineering Society (IES) in Los Angeles and Orange County. The awards also recognize Section Service awards and announce the Russell Cole Memorial Student Lighting Design Competition winners. Due to the COVID-19 Pandemic, the awards were moved to a virtual landscape, and a new marketing strategy was required to promote the show successfully.

IES actively seeks to connect the lighting community by bringing those with the knowledge and using them to benefit the public. For them, the Lumen West Awards are incredibly important. When they reached out to AMP for assistance, they were specific with their needs: create a communication plan that could work for the virtual event and include unique email and social media campaigns, complete with graphics.

AMP was proud to assist.

The AMP Method

With the agreement made, AMP’s first step was to speak to representatives Sabra White, who was the Chair for the 2021 Awards, and Fitz Fitzgerald, IES Los Angeles Section President.

Working closely with the two through email communication, AMP was able to begin by creating a new look for the Lumen West Awards. After providing a variety of options, one was finally chosen, which would be used in our next step. The communication plan. This plan started with an email campaign that included a variety of messages to send out at separate times:

The Save the Date, introducing the Lumen West Awards at its early stages and creating a buzz for the event date,
The Official Announcement, giving more information about the event and how to register,
A Reminder, as the awards neared, this email served to remind attendees that the event they registered for was coming up soon, as well as give one last push to contacts who had not yet registered for the event,
And three versions of ‘Thank You’ emails, one to the attendees, one to the sponsors, and one to the winners, all uniquely tailored to them.

Once the email marketing stage was completed, the next step was to work on a social media campaign, specifically for the Instagram, Facebook, and LinkedIn accounts of IESLA. Like email marketing, the content was split into a save the date, an official announcement, and a reminder post. Each of these posts was tailored to each social media platform and each with its unique caption.

In addition to the general posting, separate posts were created announcing the event sponsors; graphics and captions were generated at every sponsorship level and shared on social media. As an additional marketing push, signature banners for emails were created for each sponsor.

The Result

The Lumen West Awards went off without a hitch on June 26^th, 2021, on the official YouTube channel and currently has +1K views.

The event received incredibly positive feedback from guests, sponsors, and showrunners alike; Fitz Fitzgerald spoke of the experience of working with AMP fondly, stating, “AMP provided us the graphics that framed the look of the 2021 Lumen West Awards. They then created and supplied social media assets across multiple platforms for the event and our marketing efforts. AMP then did the same for our 28 sponsors. These efforts allowed us to promote our event like never before and doubled our viewership.”

AMP congratulates all involved for their incredible work on the Lumen West Awards and encourages those looking for marketing aid in their events or awards to reach out today!

AMP is here to AMP UP your marketing strategy!

Meet with one of our experts today, connect with us at [email protected]

About AMP

Based in San Diego, California, and proud to work with business throughout the United States, we are a small marketing agency with a creative team that celebrates 20+ years of experience in traditional and digital marketing. We recognize that marketing is a cornerstone of a brand’s success but that some businesses struggle to meet their marketing goals, so we made it our goal!

AMP provides virtual marketing management to all types of companies without the expense of having a marketing professional on staff, we work as an extension of your team to generate more leads for your business’ growth. Focus on running your business while we focus on running your marketing!

Want to learn more or start working with us? Email one of our experts today at [email protected] or give us a call at (858) 564-0336!

Make sure to follow us on our social media!

“We came to AMP with a very clear idea of what we were looking for, and they met our expectations tenfold. It was a pleasure to work alongside the dedicated team, every time we gave feedback or ideas, they came back to us with great additions to the project. The new website shows all of our expertise and services, it’s exactly what we were looking for.”

“Amid quarantining during the pandemic, one of our clients wanted to stay virtually connected with the community but didn’t want a run-of-the-mill webinar. We decided on a virtual wine tasting event to touch base in a unique way and reached out to AMP for aid in design and communication. They came through with an incredible design that was used for invitation flyers! AMP understood our event plan perfectly and delivered a high-quality theme that fit with what we were looking for.”

“Western was ready for an update, but we recognized that a total rebranding would be a huge risk. There were a lot of factors at play, and one wrong step could hurt us greatly. AMP was a huge help when it came to the rebranding, they kept the Western brand recognizable even after the change, and we saw that many of our clients loved it as well!”

“As Digital Decora reopened, our biggest challenge was offering opportunities for clients to visit our showrooms. Since we’re taking great care in COVID safety regulations, we also wanted to emphasize that in our marketing. A lot was happening in this, so we were pleased when AMP came to us with a campaign that not only fit aesthetically to our brand but showed the care we were taking for our audience.”

“Graybar wanted a way to share a recap of our services for our clients, but we weren’t too sure where to start. There was a lot of information we wanted to express and spoke with AMP on finding a way. They came through incredibly well with a brochure that went into detail while still looking stylish.”

“Lutron and Cree Lighting are two of the biggest names in the industry, and we decided to collaborate, as a regional effort in California, using our top products and services. This was an important pairing, and we wanted our communication to reflect it. When we spoke with AMP, they understood perfectly. They created a page on the Western Lighting and Energy Controls website that offered information about the collaboration for customers to learn more about, utilized social media and email campaigns to virtually spread the news, and even designed a visually impactful flyer that was shared with our audience. AMP was a massive help!”

“H.E. Williams Inc. prides itself in being an independently-owned American manufacturer. Western Lighting & Energy Controls, our local representative agency in the Southern Californian market, wanted to showcase the Williams brand with a creative edge. AMP, in return, created a superhero mascot that not only fit with our American-made values but stood out to Western’s audience!”

“AMP provided us the graphics that framed the look of the 2021 Lumen West Awards. They then created and supplied social media assets across multiple platforms for the event and our marketing efforts. AMP then did the same for our 28 sponsors. These efforts allowed us to promote our event like never before and doubled our viewership.”

“We appreciate everything AMP does for Garden Light LED. We are so grateful to have them on the team and appreciate their creativity, resourcefulness, drive, and attention to detail. We look forward to our continuing partnership!”

“I met Jennifer and her team through one of my consultants, whom she had just updated their website. I reached out to Jennifer, and within a few days, we began updating my website. The Advanced Media Pro team discovered issues deep in my website that I didn’t know about, and they quickly mitigated the problems, so my website could run smoothly and quickly. They also made some minor tweaks that had a major impact on our website’s look and feel. I am very happy with how our website turned out and would highly recommend them to anyone looking to upgrade their website.”