Herbie Hollar—Creative Leader, Artful Storyteller - Drop Everything

Drop Everything
2018 Ellucian Live

What's the Hollar: Communications strategy, creative direction, copy writing and design for direct mail, email, exhibit hall footprints and banner

Direct Mail–Front Cover

Back Cover

Inside Spread

“How can we get them to just drop everything and come to our booth?”

Ok, that wasn’t actually asked exactly like that in our 2018 Ellucian Live planning meeting, but that sentiment did drive the strategy for that year’s Ellucian Live promotions. We believed that Softdocs was so awesome, that you’d drop your legacy systems and out-dated processes and get Softdocs.

The direct mail had images of items dropped on the floor, but the main star of this campaign was the “footprints” placed on the exhibit hall floor that lead to our booth. These were designed to look like carpet squares with devices and other items, at real-life scale, dropped on the floor. They did get noticed. People even took photos of them. They came to our booth.

(I’m a huge fan and firm believer in the medium is the message—if you haven’t gathered already.)