ASQ CASE STUDY
Celebrate Quality.
Boost Membership.
The Client
On the heels of a successful World Quality Month (WQM) campaign, the ASQ team wanted us to help them generate the same celebratory atmosphere in a summer setting to drive ASQ Membership engagement.
Concepting
Social Planning & Assets
Digital Promotions
Marketing & Print Collateral
The ASK
Grab your gear, adventure awaits!
ASQ asked us to design and develop an interactive two-week event to unfold on their social platforms. Through a suite of engaging graphics—and drawing on the nostalgic power and formative experience of summer camp—we need to imagine a rich campground experience in the digital space.
The Answer
fun is at stake!
We invited participants to pack their virtual backpacks and join ASQ for an unforgettable two weeks at Camp Quality! Quality professionals flex their skills while building meaningful connections with their camp colleagues. Participants engage with daily quality-focused camp classics like trivia games that test quality knowledge, digital flashlight tag illuminating mentors, a virtual birdhouse craft that puts process improvement to the test, and campfire stories that showcase quality success stories. We designed each activity to foster the camaraderie that makes ASQ the global community it is today. We encouraged all participants to “bring a buddy” and introduce new members to ASQ through this approachable, engaging experience.
“Launching Camp Quality was a brand-new challenge with no past campaign to lean on, but the Jacks made the process seamless. Their consistent communication, creative collaboration, and ability to take my vision to the next level made all the difference.
The two-week camp map was my favorite deliverable—it captured the spirit of the campaign perfectly and got our members excited to ‘go to camp.’”
– Hannah Collins
Social Media Specialist, ASQ
The experience
An adventure to remember
For the concept design, we were inspired by WPA-era National Park posters and Scout aesthetics to create activity badges, cabin pennants, and an adventure map that encouraged participants to engage deeply with content and with one another. From worn burlap and stitching to distressed fonts and map topography, we chose a visual language that would honor tradition and tap into troop fellowship—much like ASQ itself, an organization with deep roots and timeless principles that continues to inspire the quality community.
We definitely need some stinking badges
After we nailed down the aesthetic concept, we developed a suite of digital assets for ASQ’s marketing team to post throughout the campaign. All activities centered around the Camp Quality Adventure Map, which featured Quality-themed activity stops where participants could earn digital badges along the way. Begin at Benchmark Basecamp for cabin assignments and color pennants. “Pass the Torch” by sharing quality advice at the Baldrige Bonfire. Become a “Process Pioneer” at the Kaizen Craft Table when you learn how to build a birdhouse using PDCA process. Play “Flashlight Tag” in Fellowship Forest by tagging an inspirational colleague in the comments. We also designed a rucksack of digital freebies like email signatures, profile frames, phone wallpaper, and Zoom backgrounds. .
The Results
An Adventure to remember
By the end of the two-week venture into the digital woods, both teams were stoked to see yet another powerful engagement increase. The best part was following the ASQ social channels to watch participants shout out their color-coded cabins, share quality advice around the digital campfire, and tag fellow colleagues who’ve been a shining light along their career path.
The Takeaways
Never lose your sense of Play!
Once again, another immersive campaign proved that Quality Professionals love to invite a little play into their day. Since Streamline Jacks took over ASQ’s creative marketing, we’ve experimented with several themes, leaning on nostalgia to give these campaigns a more tactile touch. According to psychology experts, nostalgia is good for the brain: “Nostalgia may boost optimism, spark inspiration, and foster creativity” (Dena Kemmet) and “increases positive mood, self-esteem, feelings of social connectedness, optimism about the future.” (Dr. Clay Routledge). The Camp Quality experience was so engaging, ASQ’s marketing team asked us to kick off 2026 with another themed campaign that will drive registration to two big events and boost membership. Stay tuned!
“This project proved we can run smaller-scale, high-impact campaigns that strengthen ASQ’s community and lay the groundwork for even more creative initiatives.”
– Hannah Collins
Social Media Specialist, ASQ