Event Printing: How AUDL Scored Big with a Print Marketing Suite

The star of Cohen’s event printing was the sports banner. From one-sided Feather Flags to Hanging Banners to Step & Repeat Banners, they were the showstoppers, the game-winners, the event-makers.

In custom sizes and strong, durable scrim matte vinyl, Cohen’s hanging banner printing was the perfect choice for outdoor decor and player hype. Options like grommets, ball bungees and pole pockets make installation easy, whether they’re displayed on a fence or field like Cohen’s or in a retail or restaurant setting.

And while Cohen’s step and repeat banner provided the perfect photo op for players and fans, it was the feather flags that made a weighty impression. Thanks to Smartpress’ Versions feature, Cohen was able to spotlight each player in action, and in turn, create a piece of memorabilia that was totally legit.

Hint: Designing your own banners for online printing? Check out our Banner Printing FAQ.

Cohen’s event printing wasn’t confined to just marketing you could see from the stands. It also included pieces that got fans in those stands, like tickets, event programs and posters, all decked out in AUDL branding and logos.

To find the right look, Cohen played with Smartpress’ lineup of premium paper stocks (coated gloss for programs, uncoated smooth for food and drink tickets) and paper weights (100# text for posters, 12 pt. for event tickets).

But the design option that put Cohen ahead of the competition was one available to all Smartpress clients: using formats in unexpected ways. Meaning? He printed Postcards as event tickets and credentials for media and staff. He also turned Business Cards into those food and drink tickets. It’s custom printing at its best.

Hint: We actually do offer Event Tickets now! Cohen was among many Smartpress clients designing and creating their own with other products – so we made it easier.

What was the purpose for creating the feather flags? Where were they used?
“The feather flags helped dress up the stadium for Championship Weekend. We really try to nail the environmental graphics every year to build up the experience and make the end-of-season event feel special for both the fans and the players.

“The feather flags, in particular, were used mostly at the entrance to make a strong first impression for incoming fans and in the corners of the field, framing everything really nicely! Compared to the other flag shapes, the razor felt the cleanest and [had] most versatile design area. I could easily adapt designs I’d made for banners and other marketing materials on its rectangular shape.

“I received a lot of compliments from fans, players and staff. Throughout the weekend, I saw players taking pictures with the flags on which they were featured – one player even asked me if he could take his home. It was cool to see the signage serve as a commemorative physical piece.”

Why did you choose a booklet with a saddle stitched binding for the event program?
“We’ve used this product from Smartpress in the past, and it never disappoints. The printing colors are accurate and the stitching holds well, which makes it a really effective event program. We wanted multiple pages of information (rosters and stats for each of the four teams, event schedule, general league information), so a booklet was the right call. The variety of sizes you can print is also a nice benefit.”

You had a lot of banners hanging on the field and fences. How did they hold up to the weather elements and general wear and tear?
“Really well! It poured rain very suddenly at one point, and we covered up the camera equipment and cords but left the banners to fend for themselves. They got wet but seemed to dry quickly, didn’t tear and had no indication that they dealt with any significant weather.”

Where and how was your step and repeat banner used?
“We set up the step and repeat banner for our player autograph zone, a designated area where players and fans could come together. We had it positioned behind the table where the players were, so fans would come and see the AUDL branding with their favorite players in front of it. We decided to go with general AUDL branding so we can use it for future events.”

You designed your event tickets and lanyards with our postcards and turned custom business cards into food and drink tickets. Tell us about your experience of leveraging our products for different yet very specific uses.
“I love that you brought this up! When I first needed to order tickets through Smartpress back in 2019, I had searched for a ticket product. When I couldn’t find it, I looked for something close – postcards, business cards, posters…

“What I came to realize was it’s all just paper being printed in different sizes. The flexibility Smartpress offers with size, coating, finishing, paper type, weight, etc. gives me the ability to fully customize anything that needs to be printed on paper.

“I’d advise people to look for a product that you feel generally fits the standard size of what you’re going for, then customize it to your liking. And if you can’t figure it out, I know the Smartpress team would be more than willing to help you figure out the order.”

What was your purpose for creating the Small Posters?
“The posters were placed on bulletin boards, kiosks, in the windows of small businesses and given to bars/restaurants to make available to patrons around Madison for marketing ticket sales. We chose a slightly skinnier size than traditional poster dimensions to better fit in bulletin boards, which were crowded with posters from other events.”

How did your suite of print projects help you achieve your strategic goals for the championship?
“Any successful event [has] to feel like an event from the moment you walk through the gates or even approach the venue. Signage and environmental graphics is the driving force behind this feeling – it’s the first impression fans get and sets the tone for the entire experience.

“The goal was to transform the venue to make it fully feel like an AUDL Championship Weekend event, and with the amount of banners we printed, alongside the feather flags, game programs, branded lanyards and other marketing materials, I can confidently say we achieved our goal.”

How has print proven to be integral to your business? Why is print still a viable medium in today’s digital age?
“As convenient as digital programs and digital tickets are, there’s still something about holding a physical piece of paper and getting to keep it as a souvenir that creates more of an emotional attachment to the event.”

“It was also super cool seeing some players take their feather flags home after the event, which wouldn’t have been possible had they been swapped out for digital billboards. The way I see it, people are always going to connect more to a physical object that they can hold and touch rather than a screen.”