The Challenge

Upstate Capital Association of New York puts on several events for both members and non-members throughout Upstate New York during the year. For the Future of Food event on September 26, 2019, securing registrants would be particularly challenging as this event targeted a group of professionals who are spread out across Upstate New York.

The Results


64% of registrants were new to the event


26% event email open rate (industry standard is 20%)


Average ad CTR 61% higher than the industry standard


Average ad CPC 78% lower than the industry standard

How We Did It

29 Design Studio worked with Upstate Capital to establish – and then maintain – a strong digital marketing strategy.

  • Created an established look and feel, which was used on all created assets
  • Developed a devoted, responsive, user-friendly microsite containing all pertinent event information
  • Planned and executed a strong email marketing campaign strategy
  • Established a social media calendar containing both organic posts and paid ads
  • Incorporated industry-specific relevant keywords to take advantage of search engine optimization

Full team of strategy, design and marketing professionals

Partnering with 29 Design Studio provides Upstate Capital with a full team of strategy, design and marketing professionals that we would otherwise not have access to in one full-time in-house position. Noa Simons, Executive Director, Future of Food Event Marketing

View Related Project
Upstate Capital Brand Management


Upstate Capital is a professional nonprofit membership association. Since 2003, the Upstate Capital Association of New York has been the place to meet capital providers – early stageventure, growth and private equity investors – as well as lenders, professional advisors, entrepreneurs and company executives – who are making investments in companies across New York State.

View Other Projects

New York’s Home of Food and Beverage Innovation
Geneva Made
Inspiring Youth and Preparing Them to Succeed
Junior Achievement of Central Upstate NY
47K Entries Collected in 3-Week Consumer Campaign
New York Apple Association Consumer Campaign
NY Food Producer Wins $250K in Startup Competition
Leep Foods Grow-NY Winner
Brand Marketing for a Community-Driven Cowork in the FLX
Port 100 Coworking Community
Enriching a Maine Christmas Tree Farm Experience
Piper Mountain Christmas Tree Farm
A COVID-19 Response for Local Businesses
#Commit2Geneva Campaign
Future of Food Event Marketing Strategy Yields 64% New Attendees
Future of Food Event Marketing
Fresh Branding for a Growing Business
Wendy Carter Consulting
A bee-utiful brand update for an agtech startup
Combplex Smart Beehive Frames
EntireFlight’s New Brand is Ready for Takeoff
Finger Lakes Food, Agritourism, and Hospitality Event
AlfrescoFLX Event Branding
COVID-19 Campaign "Open Together"
Farmers Market Federation of NY
Upstate Capital – Nothing Ventured, Nothing Gained.
A Fresh Look for a Seasoned Business
Oak Grove Woodworking
Award-winning rebrand
Imagine Monroe
Brand Development for the Crown Jewel of the Apple Industry
RubyFrost Apples
The Snap is Back and Better Than Ever
SnapDragon Apples
Innovative Food Startup Breaks the Mold
RealEats Meals Brand Management
Strategy, design and rebrand for established floral designer
Wilder Gardens + Flowers
Pick’n Patch Social Media Engagement Skyrockets
Pick’n Patch Social Media Marketing
Increasing User Engagement by 278%
Belhurst Castle and Winery
Organic Social Media Reach Up 156%
RealEats Meals Social Media
Finger Lakes Event Branding and Marketing
Digital Marketing Accelerator