Filling 4,000 Arena Seats

Project Goals and Objectives

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• Revitalize the Orange Conference brand post-pandemic
• Reposition the value proposition to drive ticket sales
• Execute a comprehensive multi-channel marketing and sales campaign spanning paid channels, organic social, email, sales, partnerships, web, and customer channels.
• Create a memorable and impactful live event experience that activates raving fans

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Strategy

I led the execution of a comprehensive multi-channel marketing and sales campaign spanning paid channels, organic social, email, sales, partnerships, web, and customer channels. In the face of declining event attendance, it was a massive creative challenge to capture and convert attention to hit budget goals.

• Focus on customer pain points. Our industry has faced budget cuts, alongside an explosion of content that challenges the need for an in-person event. Through customer research and review analysis, we identified the core outcome of “momentum” from conference attendance and reinforced it through our marketing messaging and creative.
• Content is everything. Our data shows that speakers and workshops drive the most traffic and interest from prospective attendees. We focused our plan on elevating key content from the event, while simultaneously messaging the event experience and legacy of the annual event.
• Balance demand creation with demand capture. In-person events have a high barrier to entry. We took a strategy that increased investment in demand-capture channels like search, SEO, and web to maximize our conversion of new prospects who were already in the market for events. We focused demand creation efforts on engaged customer segments through paid social, organic social, and email. Through a strategic balance, we found a more efficient budget allocation that maximized the approach for each customer profile.

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Results and Achievements

• Increased website traffic: Drove over 149,000+ users to the website, broadening awareness of the annual brand event.
• Strong ticket sales: Captured nearly 4,000 ticket registrations in an industry landscape of declining event attendance.
• Skyrocket social reach: I led a team of 15+ on-site content creators capturing and posting the event in real-time. We used the energy of the in-person event to maximize our social reach and engagement, exploding monthly impressions and reaching new online audiences with the thought-leadership driven content. We also intentionally captured content to repurpose for year-round brand marketing and event promotion.

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