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:
- Unified Brand Identity – Establish consistent visual language and messaging across all channels—print, digital, and onsite.
- Digital Infrastructure – Implement WordPress and Event Manager WP for real-time registration, communication, and analytics.
- Stakeholder Collaboration – Partner with policy and education chairs to align content with legislative priorities and curate high-value speaker lineups.
- 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:
- Professionalize the Brand – Develop a cohesive visual identity system across all touchpoints—print, web, and signage—to establish credibility and recognition statewide.
- Drive Data-Informed Engagement – Launch integrated campaigns and automated workflows to expand reach and streamline communication with members, exhibitors, and sponsors.
- 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.
Andrea Godoy 