Case Study: Annual Conference Marketing Plan

Synopsis

Annual conferences are flagship events that sometimes have an oversized impact on an association’s finances as well as brand reputation, so proper planning and execution are essential – not just for the event itself but the marketing. A professional association was having challenges with its meeting brand and content, but a strong messaging architecture, multi-channel campaign, and solid sponsor prospectus helped us sell out three weeks prior to the event and exceed sponsorship goals by 13%.

The Challenge

Four different annual conference formats and target audiences in four years, leading to declining attendance and revenue. Further, marketing tended to center on the location of the event rather than a specific value proposition. For the 2022 event, we didn't have educational session information until 3 months prior to the event.

The Solution

A multichannel marketing and branding campaign for the 2022 event that clarified the target audience and the WIIFM (what’s in it for me) while generating buzz and excitement rather than confusion or apathy. I hired a contractor to execute on the strategic marketing and messaging plan to write copy and develop the creative.

Scroll down to see the creative as well as screen shots from the plans.

The Results

The association sold 57% of admissions within 6 weeks of registration opening and sold out the conference three weeks prior to the event. We surpassed the paid the registration goal by 49% and helped the corporate relations team surpass exhibitor/sponsor exceed its revenue target by 13%+. (see sponsor prospectus)

Highlights of the Multichannel Marketing & Branding Plan

• Messaging architecture to guide creation of all collateral and copy

• Messaging segments for specific audiences

• Customer event experience plan

• Marketing campaign touchpoints and tactics across multiple channels - email, social, web, print

• Marketing goals

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Sample Documents

Email Header & Logo

The Marketing Plan Contents

Our designer focused on the music theme for creative, honing in on the destination moniker of "Music City USA". The conference logo became the sound hole for the guitar.

Screen shot of the marketing plan table of contents for the Connexity annual conference

The Marketing Plan Contents

I created a comprehensive marketing plan that included messaging, branding, experience design notes, campaign strategy and tactics, target audiences, and metrics.

Member Experience Design

The Marketing Plan Contents

Member Experience Design

I worked to bring the team's vision of an engaging conference with a SXSW vibe to life for the event, creating guidance for major member experience points.

Messaging Architecture

WIIFM for Specific Target Audiences

Member Experience Design

Several team members were involved in creating campaign copy, collateral, and creative. I created a messaging architecture outlining three major value propositions and proof points along with the WIIFM for specific target audiences.

Screen shot of the messaging for specific target audiences for the Connexity annual conference

WIIFM for Specific Target Audiences

We targeted email copy toward specific audiences whenever possible. This messaging architecture guided staff in creating copy.

Screen shot of the marketing campaign plan and collateral needs for the Connexity annual conference

Campaign Plan & Collateral

WIIFM for Specific Target Audiences

I outlined several major campaign touchpoints and tactics, leveraging digital to ensure minimal impact to the budget but great results.

Screen shot of a marketing email for the 2022 Connexity annual conference

Custom Email Template

I oversaw production of all creative and collateral for the conference, from the email template to the website to ads.

Sponsor Prospectus

Custom Email Template

I co-wrote the prospectus with our contractor, ensuring close follow-up with the sponsorship team.

Catherine A. Lada, D.Sc., CAE

Case Study: Annual Conference Marketing Plan