We worked with HFMA to create an annual continuing education marketing program. One of the key requirements was to keep a multitude of learning opportunities top of mind to the HFMA member. We created the “Leaders Commit to Lifelong Learning” placemat as a way to keep this valuable information at hand in a useful, non-disposable format. The annual education calendar was printed on the placemat with specific course descriptions. A strong call to action and simple registration instructions drove viewers directly to the website to register for courses, seminars and conferences.