After speaking with several volunteers to get an update on how the live events were going, I realized that all 10 volunteers who promoted at different locations shared similar stories. No one understood the event. Not even the volunteers, but more importantly potential
SWORL attendees. 

Pivoting to just online messaging was not an option since we were tapping into a segmented, very niche, local start-up community in the Orlando, Florida area.

solution

I proposed that instead of printing out flyers with simply the events "save the date" copy (date and time), as the event had done in the past. I knew that the organizers should split the budget and make 2 infographics that provide more insight into the value the event would be providing them if they choose to spend their weekend with us.

Here you see a "Why Participate?" infographic which demonstrates quickly the benefits of buying a ticket to the event. The second infographic "What is Startup Weekend?" describes what the event will actually be in way more depth.

This allowed for student volunteers to easily explain the event and it allowed for the potential attendee to have a rough agenda of the weekend. Furthermore, these graphics were able to be repurposed as great posts on Twitter, Facebook, and our email outreach as well.