The American Dental Association (ADA) contracted with NeigerDesign to develop an integrated marketing strategy and execution of the strategy tactics for the 2011 ADA Annual Session. Our cross-media marketing concept featured ADA members identifying the key benefit they get from the Annual Session. An ADA member photo and their keyword dominate the cover. Inside, the member is seen in a testimonial sidebar and a candid “action” photo. A QR code links to the member’s corresponding online video and the ADA Annual Session website. Direct mail and email campaigns were targeted to multiple audiences with multiple hits. Advertisements in ADA publications rounded out the marketing mix.