Endeca was looking to revitalize their Discover User Conference in a down economy. For audience acquisition, a grassroots client campaign effort was created, including a tool kit that helped cold callers overcome attendance objections. Event content was developed, including theme brainstorming and speaker outlines, speaker coaching, video creation and production. The event was staged in a unique ‚Äútheater in the round” style, surrounding the speakers with their audience, creating an engaging and dynamic energy that helped to carry the general session.