THE NATIONAL ART EDUCATION ASSOCIATION (NAEA) is the leading professional organization for visual arts, design, and media arts education professionals. Its diverse membership includes preK–12 educators, higher education faculty, university students, teaching artists, researchers, museum educators, and administrators. Representing members across all 50 U.S. states and over 25 countries, NAEA is a cornerstone of the visual arts education community.
Each year, the NAEA National Convention is a vital hub for learning, networking, and inspiration—bringing together thousands of attendees with purchasing influence and decision-making power. The expo floor allows exhibitors to connect directly with this targeted, engaged audience.
THE CHALLENGE
Historically, NAEA managed its expo sales in-house. With a position for exhibits management open, the association faced a tough decision. For the first time, NAEA considered outsourcing expo sales—a shift that came with concerns about control, continuity, and results. With only five months to go before the annual convention, they needed a partner who could ramp up quickly, build trust, and deliver tangible outcomes under tight deadlines.
OUR STRATEGY
NAEA partnered with SB Expos & Events, entrusting us to take the reins on expo sales with limited time before the show. We immediately implemented a structured sales strategy that would:
- Generate new leads and re-engage past exhibitors.
- Introduce fresh sponsorship opportunities tailored to the NAEA audience, such as a beautiful sponsored ribbon wall (NAEA’s artistic attendees love to express themselves!).
- Maximize booth sales through direct outreach and clear, consistent communication.
- Launch onsite sales, giving exhibitors a new way to secure space for the following year right from the expo floor.
By leveraging our team of sales professionals, NAEA facilitated consistent revenue growth and supporter engagement without taking on the cost of a full-time staff member.
“SB hit the ground running with only five months to go before our National Convention. We were anxious about outsourcing our event sales for the first time, but SB Expos & Events put us at ease. With their experts handling the sales for our event, we could focus on the educational side of things.”
— Mosade Edwards, CSEP, Director of Convention and Events, NAEA
THE RESULTS
- Transitioned in-house to outsourced sales with minimal disruption.
- Introduced new revenue opportunities through onsite sales strategies.
- Built a strong foundation for future years through quick learning and tailored communication.
- Relieved internal pressure, allowing NAEA staff to prioritize programming and member experience.
THE CONCLUSION
NAEA’s first experience outsourcing expo sales proved that the right partner can not only fill the gap, but also expand the possibilities. By working with SB, NAEA maintained high standards, delivered a strong exhibitor experience, and set the stage for continued growth. This case shows that outsourcing isn’t just a backup plan; it can be a strategic advantage.
SB delivers events that create non-dues revenue for our clients. We take care of everything—tradeshow sales, convention management, registration, lead retrieval, and tech support—so you can focus on your mission.
Cadmium Experts. Event Pros. Your Backstage Support Team.
We ???? Associations | SB Expos & Events