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Retail Industry Leaders Association
The Issue at Hand
Hosting its first annual “leadership exchange” conference at which some 600 industry leaders would gather for three days of speeches and seminars, RILA sought to capture the wealth of knowledge it knew the conference would generate and use it not only to promote future conferences but also to establish RILA’s preeminence in the retail industry.
The Solution
A 40-page, magazine-style recap of the conference proceedings, with material organized in a series of feature articles, with charts and sidebars. The pieces were written journalistically, drawing quotes and data from the conference itself. (Enlarge)
The Process
Leverage Media sent a team of reporters to cover the conference, attend the sessions, and interview both speakers and participants. Based on their reporting, we developed a series of articles that covered all the major themes, articulated the excitement of the conference itself, and addressed topics of greatest concern to RILA members. The reporters then wrote the articles and selected chart material from a series of instant polls conducted at the event. Leverage Media’s editor then worked closely with RILA’s outside design team to craft a publication that matched both the organization’s brand requirements and its budget.
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