Two Presentations Join Lineup for Fifth Annual NSREC

Presentations on the importance of signage in brand repositioning and an historical assessment of signage along Highway 50 have been added to the schedule for the National Signage Research & Education (NSREC) Conference.

Sponsored by the Signage Foundation, Inc. (SFI), in collaboration with the University of Cincinnati Colleges of Business and Design, Architecture, Art and Planning (DAAP), NSREC will be held Oct. 9-10 at the Kingsgate Marriott in Cincinnati, Ohio, on the UC campus.

Each fall, NSREC presents the latest academic research concerning areas of interest to the sign community, planners and end users. The theme for this year’s conference is “Signage as Advertising.”

The two new sessions are:

+ The Importance of Signage in Repositioning Your Brand, presented by Kyle Craig, CEO of Outlook Consulting. Craig compares two rebranding campaigns: Boston Chicken, which became Boston Market; and Kentucky Fried Chicken, which is now known as KFC. He will explore how signage changes critically impacted communication with consumers.

+ Road Signage/Contextual Communication Influence Along Historic Route US 50, presented by University of Cincinnati’s Chris Auffrey, PhD, Associate Professor, School of Planning, and Henry Hildebrandt, RA, Professor, School of Architecture and Interior Design. Building upon the 2012 Economic Value of On-Premise Signage, the presenters assess the relationship of the built and natural environment with the observed signage along this intercontinental highway.

These presentations join others that explore visual blight and sign regulations; planning and implementing an urban wayfinding project; the economic impact of illuminated vs. non-illuminated signage; a business-makeover case study; and the impact of signage on shoppers’ perceptions.

The Midwest Sign Association will be hold its fall meeting in conjunction with NSREC. Several of the courses have been approved for continuing maintenance credits through the American Planning Association.

Early registration, available through September 23, is $225. Students can receive a heavily discounted conference rate. Special discounted accommodations are available at the Kingsgate Marriott.

To register, arrange for housing, see the full lineup of presentations, or to learn more, visit



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