Tag: business

Conference and Event planning

Posted on by Andrea Godoy

As Marketing and Meetings Director for the Texas Conference of Urban Counties, I lead the end-to-end planning and promotion of two flagship legislative conferences that unite county officials, policy leaders, and technology partners across the state. My role combines event strategy, creative direction, and operational management; from developing integrated marketing campaigns that boost attendance year over year, to managing hotel contracts, AV, and vendor logistics. Through targeted messaging and post-event analytics, I’ve helped the association achieve a 10% annual increase in engagement while strengthening relationships with sponsors and stakeholders statewide.

Texas Conference of Urban Counties Annual Education and Policy Conference

Challenge

The Texas Conference of Urban Counties sought to elevate the visibility and professional impact of its two flagship annual legislative conferences, which are key events convening policymakers, judges, and county executives across the state. Prior event campaigns relied on manual processes, fragmented communications, and limited attendee data tracking, resulting in inconsistent branding and flat year-over-year engagement. The challenge was to modernize the event experience, unify messaging across platforms, and improve both attendee satisfaction and ROI through a cohesive, data-driven approach, while maintaining a strict budget for hotel, F&B, and speakers at under $100,000

Strategy

To meet these goals, I developed a fully integrated event-marketing strategy anchored in four pillars:

  1. Unified Brand Identity – Establish consistent visual language and messaging across all channels—print, digital, and onsite.
  2. Digital Infrastructure – Implement WordPress and Event Manager WP for real-time registration, communication, and analytics.
  3. Stakeholder Collaboration – Partner with policy and education chairs to align content with legislative priorities and curate high-value speaker lineups.
  4. ROI Optimization – Introduce post-event surveys and attendance analytics to quantify engagement and inform future programming.

Execution

  • Designed and produced all conference collateral, including event programs, name badges, signage, and registration websites.
  • Managed hotel contracts, AV setup, vendor coordination, and sponsorship activations to ensure seamless logistics.
  • Deployed integrated email and social campaigns that increased pre-registration rates and attendee engagement.
  • Collaborated with the TechShare division on RFPs and digital adoption initiatives supporting county technology transformation.
  • Oversaw event budgets and timeline management through Asana and Microsoft Planner, ensuring on-time, on-budget delivery.
  • Maintained ADA and WCAG accessibility standards for digital materials and presentation decks.

Results

  • +10% year-over-year increase in attendee engagement and participation
  • Strengthened brand visibility and consistency across statewide communication channels.
  • Streamlined registration and communications via WordPress + Event Manager WP, improving attendee experience and data capture.
  • Enhanced sponsor satisfaction and recurring partnerships due to improved post-event analytics and deliverables.
  • Recognized for advancing operational efficiency and integrating digital systems across event marketing workflows.

Texas Indigent Health Care Association — Annual Education & Policy Conference

Challenge

The Texas Indigent Health Care Association (TIHCA) sought to elevate its annual conference into a professional, mission-driven event that reflected the organization’s statewide leadership in public health education and policy.
The conference has a very tight budget of about $50,000, which requires precise coordination of logistics, sponsorships, and communications to justify investment and deliver measurable value.
Prior marketing and registration processes were decentralized and heavily manual, limiting sponsor visibility, attendee engagement, and post-event analytics.
The objective was to build a unified, scalable system that modernized the attendee experience while ensuring fiscal accountability and brand consistency.

Strategy

To reposition the TIHCA Annual Conference as a premier gathering for healthcare administrators and county program directors, I designed a comprehensive event-marketing and operations strategy built around three pillars:

  1. Professionalize the Brand – Develop a cohesive visual identity system across all touchpoints—print, web, and signage—to establish credibility and recognition statewide.
  2. Drive Data-Informed Engagement – Launch integrated campaigns and automated workflows to expand reach and streamline communication with members, exhibitors, and sponsors.
  3. Optimize Resources and ROI – Implement transparent, digital budgeting and registration tools to maximize value from the conference’s >$100 K annual spend and reduce administrative overhead.

Execution

  • Directed end-to-end creative development and logistics for the annual conference, including print programs, name badges, signage, and digital collateral.
  • Built and managed the WordPress + Event Manager WP registration platform to centralize attendee data, automate confirmations, and track engagement in real time.
  • Oversaw vendor negotiations, hotel contracts, AV production, and sponsorship fulfillment within the annual event budget—ensuring fiscal accountability and cost optimization.

Results

  • Expanded statewide participation, achieving record pre-registrations and returning attendees.
  • Increased sponsor renewals and satisfaction by providing enhanced brand visibility and deliverable tracking.
  • Produced comprehensive post-event analytics summarizing attendance patterns, session ratings, and ROI relative to the >$50 K annual budget.
  • Strengthened TIHCA’s brand as the leading forum for indigent health care collaboration and policy innovation in Texas.
  • Established standardized templates and vendor partnerships that reduced manual coordination time by over 60% and improved year-over-year efficiency.

Statewide Immunization

Posted on by Andrea Godoy

Sector: Public Health | Role: Print & Design Manager

There were several challenges at Texas DSHS. The first challenge I faced was modernizing and redesigning the immunization section website.

Challenge: The Texas Immunization Section website serves as the state’s official repository for immunization-related information. However, it had not been regularly updated and required a complete restructuring. I was responsible for developing a detailed wireframe of the existing site architecture, designing and securing approval for a new, modern infrastructure, and establishing a clear content hierarchy; all while maintaining the accuracy and functionality of the live site. This process required close collaboration with key stakeholders and department leads to ensure the updated platform met accessibility, compliance, and information integrity standards.

Strategy: By applying mobile-first design principles and adhering to the Department of State Health Services (DSHS) web brand guidelines, I developed a streamlined, fully ADA-compliant website. Through strategic content consolidation and improved information architecture, I reduced the total page count from 270 to 50 while preserving all essential, up-to-date resources and ensuring a more intuitive user experience.

Execution: Over a six-month period, I streamlined all website content, rewriting it in a person-first voice that met DSHS readability standards and improved public accessibility. In addition, I developed a proprietary file management and support structure designed to keep the website current with minimal maintenance, ensuring long-term sustainability and efficiency for departmental teams.

Results: The file structure, naming conventions, wireframe, and supporting systems I developed for this project have since been adopted as the standard framework for all subsequent website audits and migrations at DSHS, setting a new benchmark for consistency, accessibility, and maintainability across the department’s digital platforms.

I was also in charge of maintaining the public education marketing materials produced by Texas DSHS.

Challenge: Public education materials produced by DSHS were available at no cost to Texans; however, many had been developed over a 30-year span without consistent oversight. As a result, the materials lacked brand cohesion, visual consistency, and quality standards aligned with the department’s current communication and accessibility goals.

Strategy: Leveraging the established DSHS brand guidelines, I led a team of four designers in a comprehensive redesign of more than 300 public education materials. Our focus was on creating consistency in visual identity, tone, and accessibility while modernizing layouts and messaging to align with current public health communication standards.

Execution: Over an eight-month period, I conducted a comprehensive audit of the DSHS materials inventory, categorizing and ranking each item by frequency of use and program relevance. This process allowed our team to prioritize high-impact topics such as influenza, infant vaccination requirements, and timely communications related to the 2025 measles outbreak. The analysis also revealed key content gaps, leading to the development of a new educational campaign featuring natural Texas flora and fauna—designed to foster familiarity, trust, and cultural connection across diverse communities.

Results: Following the redesign, all materials in the DSHS inventory were reviewed and updated, reducing the total count from approximately 330 to 175 by removing outdated, duplicative, or low-demand items. High-use materials were modernized to ensure medical accuracy, visual consistency, and accessibility. The new respiratory illness campaign, developed to address identified content gaps, became the most impactful in DSHS immunization history. It distributed more than one million educational stickers within three weeks and significantly increased public engagement across Texas.