Transforming an Industry experience.

How a legacy trade show evolved into a premium industry brand through strategic positioning, integrated marketing, and elevated storytelling.

CONTEXT
When I assumed responsibility for the media program supporting the International Textile Alliance (ITA), I inherited more than a publication. I inherited a reputation that needed rebuilding.

The previous issue had missed its production deadline and wasn't delivered before the trade show, leaving members frustrated and diminishing confidence in the publication. As I walked the show floor introducing myself for the first time, those frustrations quickly became my own. Although my team wasn't responsible for the missed deadline, rebuilding trust became our responsibility moving forward.

At the same time, the event itself lacked a meaningful identity. The trade show operated under the name Showtime. A name that originated years earlier from the phrase, "It's almost showtime." While recognizable to longtime members, it had little connection to the textile industry or the experience the event represented. Rather than simply improving a magazine, I saw an opportunity to elevate the publication, strengthen the advertising program, and help reposition the entire event experience.

EXECUTION
Working alongside our creative team, I helped develop an integrated marketing platform that connected advertising, editorial content, creative services, and the trade show into one cohesive program. The initiative focused on four key areas.

Rebranding the Experience
I helped champion the transition from Showtime to Interwoven, creating a brand identity that reflected the relationships, craftsmanship, creativity, and collaboration that define the textile industry.

Reinventing the Advertising Model
I developed a four-tier sponsorship program that transformed traditional ad sales into integrated marketing partnerships.

Each package combined advertising with services such as:

• Professional product photography

• Creative concept development

• Editorial interviews

• Feature stories

• Email marketing

• Website advertising

• Social media promotion

• Event sponsorships

• On-site signage

Instead of selling advertising space, we helped companies tell their stories across multiple touchpoints before, during, and after the show.

Elevating the Publication
Working alongside designers, photographers, stylists, copywriters, and production partners, we reimagined the publication with premium paper stock, elevated editorial design, stronger photography, educational content, executive interviews, and improved advertising integration. The goal wasn't simply to produce another magazine. The goal was to create something members were proud to appear in and buyers genuinely wanted to take home.

Building a Repeatable Process
Beyond the creative work, I led the coordination of every phase of the publication lifecycle—from advertising sales and editorial planning to photography scheduling, billing, print production, distribution, and trade show execution. As the program expanded, I hired and trained an account manager to oversee day-to-day operations while I focused on growing additional strategic initiatives.

OUTCOME
The transformation extended well beyond the publication itself. Advertising revenue grew from approximately $64,000 during our first season managing the program to more than $120,000 within just a few years. The publication became one of the most anticipated pieces of the market experience, with members consistently sharing that buyers were taking the magazine home instead of leaving it behind—creating lasting exposure for advertisers and increasing the overall return on investment. Membership continued to grow, attendance steadily increased, and the publication became a flagship asset for the organization. Perhaps the most rewarding feedback came from the ITA Board of Directors, who frequently described the publication as the strongest part of the market experience and challenged the rest of the event to match its quality.

THE RELATIONSHIP
International Textile Alliance became a long-term strategic partner through a four-year retainer agreement. Beyond leading the advertising strategy, I drafted the partnership proposal, worked directly with ITA Executive Director Carrie Dillon throughout negotiations, presented recommendations during the approval process, and helped secure the long-term agreement that allowed the program to continue evolving over multiple market seasons. Working across numerous Spring and Fall markets gave me the opportunity to build lasting relationships with ITA leadership, advertisers, manufacturers, designers, and buyers throughout the textile industry while continuously refining and expanding the program.

ATTRIBUTION LINE
The following work was led by Tanner Slepp during his tenure at a previous agency. It represents the strategy, production, and creative approach that is the foundation of Slepp House.