Problem How does a New England association get more conference attendees? Solution By using a mixed media approach to OOH. Background The New England Water Environment Association (NEWEA) is a dynamic organization of over 2,100 highly qualified and motivated water and wastewater professionals located throughout New England, who volun- teer their time, energy, and expertise in order to preserve, protect, and manage one of our most precious resources here in New England; wa- ter environment. NEWEA members contribute to “the friendly exchange of information and experience.” As a volunteer organization, it exists solely because of the involvement and contribution of each member. Objective The campaign was intended to raise general brand awareness and also increase attendance for

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