Strategy #1 Reposition and brand the event as "ahead of the curve" in technology offerings by incorporating the following into the promotional campaign: Cutting edge design of umbrella image for event, with copy and headlines reinforcing new tech-oriented branding; Showcase technology-based content in all campaign vehicles; Market aggressively to technology exhibitors and promote a new Technology Pavilion on the expo floor. Strategy #2 Target message and content in all campaign vehicles - from mailings to web - to each of ASTD's four market segments, highlighting items of particular interest to each group, through the use of: Small, highly promotional mailings containing benefits message to individual market group; Stitched-on outer wraps calling out key event content geared to each group's interests.