Renaming an Annual Conference
American Society for Parenteral & Enteral Nutrition (ASPEN)
ASPEN is dedicated to improving patient care by advancing the science and practice of clinical nutrition and metabolism. With 6,400+ members, ASPEN is a global community of health professionals from every facet of nutrition support clinical practice, research and education.
Since 2002, the organization has held an annual meeting called Clinical Nutrition Week (CNW), which attracts 1,800 attendees each year. Prior, the meeting was known as the ASPEN Clinical Congress.
For several years, ASPEN had discussed renaming the meeting in order to:
The research included:
Clinical Nutrition Week was renamed ASPEN’s Nutrition Science & Practice Conference.
The new name and logo were introduced at CNW 2017. The logo was presented during the board president’s address; through signage; and through distribution of buttons, magnets and t-shirts. The Gavilan team wrote a multichannel, year-long marketing communications plan to introduce the conference name, which is currently being implemented.