CASE STUDY
IMPLEMENTING DZN’S Z—MODEL AT EXPO EVENT PRODUCTIONS TO REACH GEN Z
DZN’s goal is to help small businesses capture the attention of Gen Z, particularly those aged 18-24. Through the Z-Model, DZN tailors its approach by first interviewing the business to understand its specific needs and objectives for attracting this demographic. The Z-Model provides small businesses with a structured strategy for engaging Gen Z:
RESEARCH & PLANNING: DZN begins by interviewing the business, reviewing current marketing plans, and setting realistic, actionable goals designed to address Gen Z-specific challenges to get through the noise.
DESIGN: DZN then creates a customized strategy that includes location scouting, strategic development, and the design of branded materials suited to Gen Z’s preferences.
IMPLEMENTATION: Finally, deliverables are executed and their impact is watched through case studies, with strategies refined as needed to maximize results.
DZN GETS TO KNOW EXPO
EXPO EVENT PRODUCTIONS
Expo Event Productions, formaly known as Expo Events & Tents or Expo Party Rentals, is renowned in Fresno, Clovis, and California’s Central Valley for its comprehensive event rental services. They offer a wide array of high-quality rental items, including tents, tables, chairs, linens, dishware, and audiovisual equipment, catering to events of all sizes—from intimate gatherings to large-scale trade shows.
Their commitment to exceptional customer service and meticulous attention to detail has established them as a trusted resource for event planning in the region. With 50-100 employees and over $5 million in revenue, they face high turnover due to demanding work.
The Z-model [ RESEARCH ] [ Design ] [ Case Study ]
CONTENTS
DZN GETS TO KNOW EXPO
Z-MODEL—RESEARCH
CHALLANGE AND NEED
THE PROPOSAL
I STARTED THE PROJECT WORKING WITH EXPO’S MARKETING MANAGER, ELENA.
Elena, a full-time, one-person marketing manager, operated largely independently, developing her own strategies. With a marketing degree from Fresno State and prior internship experience at Expo, she had a strong understanding of the company’s needs. In Spring 2024, we held weekly meetings to discuss my project and ways I could support her efforts.
WORKING WITH A NEW TEAM
In the middle of my spring semester, Elena was let go from Expo Event Productions due to challenges in applying the skills listed on her resume. Expo had hoped she would help capture a new demographic of corporate clients.
This experience was insightful for me, as it highlighted a common challenge for small business marketing teams: effectively reaching the right clients in a competitive landscape.
After Elena’s departure, summer came and went, and my fall semester began. During this time, Expo hired a new assistant for the CEO. Alongside her administrative duties, she also took on some marketing tasks, creating materials for the company. I was then asked to collaborate with her for my project.
INTERVIEW
To deepen DZN’s understanding of Expo’s challenges, I interviewed Expo’s CEO. This provided valuable insights into the company’s growth goals and highlighted opportunities for DZN to create targeted solutions that strengthen Expo’s brand presence with Gen Z.
Expo Event Productions—a Fresno-based party rental company—finds itself in a unique position. For years, business has come to them without much active promotion. But as the company grows, so do its challenges, and now the team is ready to level up their marketing efforts.
Summary of quotes from Expo Event Productions [EXPO] “I guess my goal would be to attract the right type of clients,” said the CEO during an interview about the company’s future. “The best clients for the company don’t all know that we’re a solution to their needs.”
At present, the company has no formal marketing strategy and no dedicated marketing person on staff.
“Nobody does the marketing,” the CEO admitted. “We don’t have any sort of marketing plan or strategy.”
Despite this, the company has thrived, benefiting from a steady stream of clients through word-of-mouth and reputation alone. However, that’s no longer enough.
“We’re not doing great,” the CEO said. “We need to market to our top tier of customers—the ones that bring the most profit. Right now, we’re kind of shotgunning, just getting whoever comes.”
For Expo, this means a big shift in focus. Weddings, once a staple of the business, are becoming less
of a priority. “Brides are very picky and labor-intensive,” the CEO said. Instead, Expo is now aiming to attract corporate clients and long-term partnerships with universities. These partnerships promise more consistent and lucrative business, and the CEO sees them as the key to future growth.
Despite the desire to grow, one obstacle remains: the company’s internal marketing setup—or lack thereof. The CEO prefers an in-house marketing team that understands Expo’s needs from within.
“I would prefer in-house because they could understand our business a little better,” he said.
However, no one is currently fulfilling that role, and the CEO is aware of the missed opportunities.
One particularly costly oversight was a $25,000 sponsorship for a Fresno State football game.
“Our marketing efforts are in the toilet,” the CEO admitted.
The strategy didn’t yield results, largely because there was no clear direction or dedicated person overseeing it.
“There’s no one in charge,” he explained, “because no one has time to focus on marketing.”
The solution? A consistent brand message across all platforms.
“We need to improve our website,” said the CEO. “The trucks, business cards, apparel—everything needs to look the same.”
The need for cohesive branding is apparent, especially as Expo targets new clients in the
corporate and university sectors.
Building strong relationships in the local community is also important to the company.
“If we had anyone focused on marketing, they could take the efforts we’ve already put into our relationship with Fresno State and market to other similar clients,” the CEO said. Relationship marketing, rather than digital or social media marketing, seems to be the preferred approach. The CEO sees community involvement and building long-term partnerships as key to Expo’s future success.
“Opportunities to serve and build relationships are just as important as money,” the CEO reflected. “There has to be a balance.”
Looking ahead, Expo Event
Productions knows that getting a agency marketing strategy in place is essential for its growth. From consistent branding to targeted marketing for universities and corporate clients, the company is working to ensure its efforts aren’t just scattered shots in the dark but precise and profitable. As the CEO summed it up,
“We need a more direct approach, so the right clients know that we’re the solution they’ve been looking for.”
IDENTIFIED CHALLANGE AND NEED
Through interviews, collaboration with Expo’s former marketing manager, and a review of the current marketing plan, DZN identified the following:
CHALLENGE: High turnover and low retention among Gen Z employees.
NEED: Enhanced presence at job fairs and through digital channels to better appeal to younger candidates.
DZN STRATEGY FOR GEN Z EMPLOYEE RETENTION
Retention challenges are a major obstacle for Expo with Gen Z employees. High turnover rates result when Gen Z workers lack flexibility, work-life balance, diversity, inclusion, or purpose-driven roles. To address this, DZN proposed three key deliverables.
THE PROPSAL
1. BRAND GUIDELINES
Updated, cohesive guidelines to create a consistent, modern identity that appeals directly to Gen Z.
2. ON-LOCATION GUERRILLA MARKETING STRATEGY
A dynamic job fair setup enhanced with guerrilla marketing tactics and AR to attract Gen Z talent and increase attendance at open interviews.
3. DIGITAL CAMPAIGN SHOWCASING EXPO’S WORKPLACE CULTURE
Engaging digital content designed to capture Gen Z’s attention quickly and hold it.
RESEARCH FOR THE GUERRILLA MARKETING STRATEGY
Chosen location for the case study: Fresno State— Lynda and Stewart Resnick Student Union
To continue the research phase of the Z-Model, DZN scouted out Fresno State as a case study location. Accompanied by Expo’s sales manager, Daniel, we observed the job fair environment and identified strategies for attracting Gen Z talent and standing out in a crowded space:
Engaging Booth Design: Place a floor sticker with the company’s name extending from beneath the booth table into the aisle, allowing attendees to notice the brand without immediate eye contact. On the table, include a pair of weights as part of a “How Much Can You Lift?” challenge, which ties into a guerrilla marketing setup outside—a weight bench on the grass near the parking lot. This unexpected element captures Gen Z’s curiosity, drawing them to the booth.
Memorable Giveaways: Offer branded stickers featuring a fun character that resonates with Gen Z, or Expo swag like tote bags. The tote bags allow attendees to collect job fair items, giving Expo’s brand extra visibility as they walk around.
Crowd-Attracting Snacks: Providing snacks creates a welcoming atmosphere and can draw more visitors to the booth. Offering larger snacks than other booths can also help Expo stand out and foster a positive brand association.
Innovative Marketing Materials: Use creative items like flyers, QR codes, or AR materials that link to videos, reinforcing Expo’s modern, tech-savvy brand appeal.
Balancing Creativity with Venue Guidelines: Ensure that all creative approaches align with venue rules, maintaining an effective and compliant strategy.
RECOMMENDED MATERIALS:
Posters
Stickers Flyers
QR codes in chalk linked to AR experiences
Sandwich signs and small printed materials
Lawn signs
THE PROSPOSED GUERRILLA MARKETING PLAN
The guerrilla marketing strategy is designed to catch Gen Z’s attention quickly through high-impact “buzz” tactics, followed by seven “stealth” tactics that sustain their interest as they approach the job fair. Starting with the “How Much Can You Lift?” weight bench challenge near the parking lot, attendees then encounter a series of guerrilla marketing steps: posters, stickers, flyers, sandwich boards, lawn signs, and a QR code leading to an immersive AR experience—all subtly showcasing Expo’s branding.
Together, these touchpoints create a memorable and engaging experience, capturing potential candidates’ interest even before they step inside the job fair.
RESEARCH FOR DIGITAL CAMPAIGN
The chosen platforms for a digital campaign: Tiktok, Instagram, and Youtube
Reviewing Expo’s social media, I focused on their current strategy. What was missing wasn’t just branded graphics, but also a clear sense of Expo’s identity. Gen Z wants to see who small businesses are, who works there, and what kind of work they would be doing. A digital campaign should showcase employees in a fun, fastpaced environment to create a relatable and engaging brand image.
THE PROPOSED DIGITAL CAMPAIGN PLAN
The digital campaign for Expo captures Gen Z’s attention through dynamic online touchpoints that reflect Expo’s vibrant, team-focused culture. Using engaging Instagram posts, YouTube videos, and TikTok content, the campaign offers a glimpse into daily life at Expo, highlighting the fun and supportive work environment.
Each platform invites Gen Z viewers to explore job opportunities, creating a seamless online experience that complements the onlocation guerrilla marketing at job fairs. This dual approach not only grabs attention but also showcases Expo as an appealing place to work, driving interest from potential candidates toward in-person interactions.
POINT 3 POINT 2 POINT 4 POINT 1
DZN CREATES A BRAND GUIDE FOR EXPO
ENGAGING GEN Z THROUGH DESIGN
Expo needed a brand refresh to better engage Gen Z. DZN took inspiration from Expo’s original logo, using its colors to create a cohesive, modern look that retains the brand’s identity while appealing to a younger audience.
The updated Brand Guidelines establish a unified visual style, tone, and messaging that resonate with Gen Z, aligning with their preference for brands that feel authentic and visually engaging. This consistent, appealing brand personality is designed to build immediate recognition and trust, making Expo more relatable and memorable to Gen Z audiences.
The Z-model [ Research ] [ DESIGN ] [ Case Study ]
CONTENTS
Z-MODEL—DESIGN
EXPO EVENT PRODUCTIONS
BRAND GUIDE
EXPO EVENT PRODUCTIONS
BRAND GUIDE
2024
CONTENTS
CURRENT LOGO
COLOR PALETTE
TYPOGRAPHY
TYPOGRAPHY USAGE
IMAGE STYLE
STICKERS
ICONOGRAPHY
BRANDING APPLICATIONS
BRAND UNIFORMS
EVENT PRODUCTIONS
EXPO’S CURRENT LOGO APPLIED
TO A NEW BRANDING PACKAGE
COLOR PALLATE
The colors representing Expo are drawn directly from its logo, embodying the brand’s high-energy and vibrant atmosphere. The diverse palette reflects Expo’s commitment to inclusivity, welcoming both those who work there and those who choose to rent from them.
Top Color:
RGB: (82, 13, 92)
CMYK: (11, 86, 0, 64)
Middle Color:
RGB: (125, 48, 135)
CMYK: (7, 64, 0, 47)
Bottom Color:
RGB: (201, 138, 229)
CMYK: (12, 40, 0, 10)
Top Color:
RGB: (150, 28, 120)
CMYK: (0, 81, 20, 41)
Middle Color:
RGB: (217, 46, 138)
CMYK: (0, 79, 36, 15)
Bottom Color:
RGB: (242, 204, 222)
CMYK: (0, 16, 8, 5)
Yellow
Top Color:
RGB: (232, 150, 61)
CMYK: (0, 35, 74, 9)
Middle Color:
RGB: (227, 184, 92)
CMYK: (0, 19, 59, 11)
Bottom Color:
RGB: (250, 219, 133)
CMYK: (0, 12, 47, 2)
Top Color:
RGB: (64, 130, 61)
CMYK: (51, 0, 53, 49)
Middle Color:
RGB: (153, 201, 61)
CMYK: (24, 0, 70, 21)
Bottom Color:
RGB: (186, 212, 125)
CMYK: (12, 0, 41, 17)
Top Color:
RGB: (0, 112, 181)
CMYK: (100, 38, 0, 29)
Middle Color:
RGB: (0, 168, 232)
CMYK: (100, 28, 0, 9)
Bottom Color:
RGB: (143, 209, 242)
CMYK: (41, 14, 0, 5)
Expo Blue
Expo Green
Expo
Expo Pink
Expo Purple
TYPOGRAPHY
The primary typeface, Franie, is designated for headlines, subheadlines with 1-10 words, and large-set quotes. For any text exceeding this length, switch to Raleway Bold. The secondary typeface for Expo is Raleway, with Raleway Regular used for body copy and occasionally for longer subheadings when needed. Smaller-set quotes should also be in Raleway Bold.
Headline
Franie Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Body Copy
Raleway Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Body callouts
Raleway Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Sub-headline
RALEWAY BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
TYPOGRAPHY USAGE
Typography should be right-aligned, with very few exceptions for centered alignment when necessary. Messages should be concise, with a strong emphasis on clarity and ample negative space to enhance readability and visual appeal.
EMPLOYEE
CENTERED, FAST PACED, & REWARDING
EMPLOYEE
CENTERED, FAST PACED, & REWARDING
Color Background with contrasting typography
EMPLOYEE
CENTERED, FAST PACED, & REWARDING EMPLOYEE CENTERED, FAST PACED, & REWARDING
Color Background with monocromatic typography
A drop shadow may be applied to the typography when necessary; use a solid color, no gradients.
MESSAGE SHOULD BE SHORT WITH MORE NEGATIVE SPACE
IMAGE STYLE
Fun and energetic imagery should be used to bring light to key aspects of the Expo brand, such as event setups, capturing the ambiance and energy of each scene. Highlight both posed and candid moments of employees at work to showcase their dedication and the vibrant culture at Expo. This approach to imagery should evoke the brand’s personality and connect with viewers on an emotional level, reinforcing Expo’s commitment to exceptional service and memorable experiences.
Criteria should be:
Bold colors and detail
At job sites or in the office
Diverse and inclusive
Natural looking
Smiling People
STICKERS
Stickers should be layered over typography and photos to create visual interest and depth, enhancing the composition with a sense of fun and vibrancy that aligns with Expo’s lively and dynamic personality. These playful elements embody the spirited energy of the Expo brand.
ICONOGRAPHY
Iconography should be used thoughtfully to accent photography, enhance typography, and create unique photo masks that add visual interest. These elements should support the brand’s style and contribute to a cohesive, engaging look across all materials.
BRANDING APPLICATIONS
BRANDED UNIFORMS
DZN HELPS EXPO REACH
GEN Z QUICKLY AND RELEVANTLY
ON-LOCATION GUERRILLA MARKETING STRATEGY
At job fairs, Expo’s brand comes to life through a bold Guerrilla Marketing Strategy. Using interactive setups and augmented reality, this approach captures attention and invites curiosity, creating memorable experiences that drive attendance at open interviews. These dynamic tactics help distinguish Expo from competitors, presenting it as a forward-thinking workplace that’s fun, inclusive, and ready to meet Gen Z on their terms. The Z-model [ Research ] [ Design ] [ CASE STUDY ]
CONTENTS
WEIGHT BENCH CHALLANGE
“HOW MUCH CAN YOU LIFT?”
POSTER
STICKERS
FLYER
FLYER
LAWN SIGN
SANWHICH SIGN
QR CODE—AR EXPERIENCE
BOOTH TABLE CLOTH
POPCORN BAG
WEIGHTS CHALLANGE
FLOOR MARKETING
POSTCARD—AR EXPERIENCE
POSTER
QR CODE—AR EXPERIENCE
MATERIALS ON THE TABLE
POST CARD—AR EXPERIENCE
