TARGET MARKET: General | Faith-based
CHALLENGE: Rebrand and re-energize Crystal Cathedral’s dying annual conference.
SOLUTION: Created one of kind conference (Rethink) to bring Crystal Cathedral into contemporary innovative thinking. Revised format, broadened appeal by mixing secular with faith-based speakers from various sectors (Kay Warren, Chuck Colson, Robert Schuller, Erwin McManus, former president H.W. Bush, Larry King, John and Nancy Ortberg, Rupert Murdoch, and Gary Smalley).
IMPACT: Attracted more attendees and buzz, doubled attendance from previous year with new model. Increased relevance and appeal. Significant blogosphere pickup.