Kim Cabrera
MARKETING & COMMUNICATIONS STRATEGIST
RESULTS
2026 EXPO at a Glance
An integrated campaign supporting one of the region’s largest green-industry marketplaces.
4,423
Paid Registrations
2,481
Attendees
1,942
Exhibitors
60%
of respondents reported purchasing authority
Registration results reflect the full 2026 event. My role focused on the integrated marketing strategy and execution supporting attendee and exhibitor engagement across the registration cycle.
How I drove the campaign
AUDIENCE STRATEGY
Segmented messaging for attendees, exhibitors, members, non-members and industry audiences across the registration cycle.
INTEGRATED EXECUTION
Connected email, paid and organic digital, social, web, print, SMS and partner communications into a coordinated campaign.
REAL-TIME OPTIMIZATION
Monitored registration pacing and audience behavior throughout the campaign, adjusting messaging and promotional emphasis as the event approached.
EXPO Student Social Media Ambassador Program
For EXPO 2026, I created a new Student Social Media Ambassador program designed to expand real-time event coverage while bringing a younger, authentic industry perspective into EXPO storytelling.
Bring horticulture students into EXPO as content contributors while giving them meaningful industry exposure and networking opportunities.
THE IDEA
THE SYSTEM
I developed recruitment, professor outreach, selection, orientation, travel planning, content expectations and an onsite coverage plan.
THE SCALE
Daily content targets included 5–8 short-form video clips, 10–15 photos and 2–3 attendee/exhibitor interviews, alongside coverage of key EXPO experiences.
The program was designed not as a one-time activation, but as a reusable model that can be refined and expanded for future events.
Three Years of Evolving EXPO Marketing
2024 — Strengthen the Foundation
Integrated campaign execution across email, social, web, advertising, branding and attendee communications.
2025 — Expand the Experience
“Together Towards Tomorrow,” 25th-anniversary/community storytelling, attendee-experience messaging, FAQ content, Show Your Badge and broader campaign development.
2026 — Optimize + Build
Registration-pacing analysis, deeper segmentation, campaign optimization, partner amplification, new content formats and creation of the Student Social Media Ambassador program.
