APTA CSM - 2024
An integrated brand experience for Ivy Rehab at the largest annual physical therapy event in the U.S.
Ivy Rehab’s presence at the 2024 APTA Combined Sections Meeting (CSM) was more than just a booth — it was a fully integrated brand experience. I led the creative for every phase of the campaign, from multi-channel promotion and brand system design to on-site collateral, environmental branding, and an offsite event production.
With a primary audience of PT students and recent grads (ages 22–30), and a secondary audience of experienced clinicians, every creative and strategic decision was crafted to resonate across demographics. Our goal was to drive awareness, connect with potential candidates, and show up as a bold, energetic brand in a crowded expo space.
Building the Buzz — Pre-Event Campaigns
Beginning in November — nearly three months ahead of the event — I led the development and execution of a multi-phase communications campaign. This included a Tinder-inspired concept called “Your Perfect Career Match,” designed to connect with the student and early-career demographic who made up two-thirds of CSM’s 16,000+ attendees.
This campaign came to life through paid and organic social, email communications, a custom landing page, and out-of-home placements throughout Boston.
Beyond the creative theme, we also used these channels to deliver high-value, logistical messaging — covering Ivy’s booth location, on-site interview availability, featured speakers, residency programs, our sponsored student breakfast, and RSVP access for our offsite networking event.
The result was a coordinated, strategic rollout that built familiarity while keeping our audience informed and engaged.
-
Landing page traffic: (form fill)20.02% conversion rate at 258 conversions with 1,289 unique visits
-
Email campaign AVG open rate: 62%, AVG bounce rate: 1.1%
-
Paid OOH (airport + train stations + hotels + sidewalk): Estimated 457K impressions
-
Total Lead Form Fills: 1,057
Bringing the Brand to Life — At the Event
On-site at CSM, I brought the campaign system to life through a cohesive booth experience. I designed two high-impact print booklets, extended the “Perfect Match” concept into the physical environment, and created consistent branding across signage, backdrops, interview spaces, and supporting materials.
The booth experience was also amplified by a digital sponsorship banner, which ran throughout the convention center and helped funnel attendees to our space. All creative touchpoints were designed to feel approachable, energetic, and instantly recognizable — while reinforcing Ivy’s unique value for both new grads and experienced clinicians.
-
Leads generated onsite: 1,713
-
On-site Interviews: 75
-
Total Hires from Event: 52
-
Total CPH Savings: Estimated $40k
SPIN Boston Takeover — Offsite Student Networking Event
To deepen engagement with students and create a memorable Ivy brand moment, I planned and executed the company’s first-ever offsite event at CSM — a high-energy networking mixer hosted at SPIN Boston. Working with a $70K budget, I was responsible for venue research, contract negotiation, event branding, promotion, decor, and full event execution.
The result?
A packed house of 550+ student attendees, overwhelmingly positive feedback, and one of the most talked-about events of the entire week. I designed custom branded ping pong paddles, balls, tables, and signage — tying the energy of the venue back to our campaign theme and Ivy’s bold employer brand.
Student Responses:
“I can’t even talk today because of the event last night, I laughed so much.”
“Ivy just seems like a fun place that really cares about its people.”
“I haven’t laughed so much in a long time!!”
