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Marketing
Annual Conference Growth Strategy
A professional association was having challenges with its meeting brand and content, but a strong messaging system, multi-channel marketing campaign, and solid sponsorship prospectus helped sell out the conference three weeks prior to the event and exceed sponsorship goals by 13%.
57%
admissions sold in 6 weeks
49%
above registration goal
13%+
above sponsorship target
The Challenge
Four different annual conference formats and target audiences in four years, leading to declining attendance and revenue.
The Approach
Developed a persona-driven conference marketing strategy that aligned messaging, programming themes, and campaign timing with audience motivations.
The Results
Sold 57% of admissions within 6 weeks, sold out the conference, surpassed the registration goal by 49%, and the exhibitor/sponsor team exceeded its revenue target by 13%+.