Increasing Registration with an Integrated Marketing Campaign
LeadingAge, a nonprofit organization dedicated to the Aging Services Sector, holds an Annual Meeting each year in various host cities.
The organization was looking for a digital marketing partner to help create awareness and drive registration to their event.
The leadership team had aggressive attendance and revenue goals for their event with a mission to raise awareness and ongoing interest in the LeadingAge Leadership Summit.
The Strategy
Our strategy was to focus on connecting meaningfully with target audiences, being specific and intentional through segmentation.
- We developed a fully integrated, omnichannel digital marketing strategy and campaign that targeted fleshed-out buyer personas
- The multi-faceted approach utilized different types of content and media to help attract new and returning registrants
The Actions
First, to maximize exposure and attendance among current members, we ensured all channels to members were maximized, such as:
- Most prominent areas of website
- Email newsletters and email blasts
- Print publications for members
- Promotional packages and incentives for state chapters
Then, we expanded the reach to non-members:
- Geofencing competitive events serving mobile retargeting ads to attendees.
- Trade media outreach (ads, press releases) to industry publications.
- Paid search engine marketing (SEM) targeting competitive events and organizations/ associations
TPG provided copywriting, design, production, and management of all materials.
At the event, an exit survey of attendees was conducted to understand how attendees received the event.
The Results
20% increase in provider registration overall
Paid search exceeded benchmark by 1800% and retargeting exceeded goal by 70% resulting in 10% of overall registrations
Geofence Ads generated 182K impressions and initial flight exceeded goal by 30%
Meta Marketing generated 300K+ impressions and exceeded CTR benchmark by 86%
LinkedIn Ads Generated 143,000+ impressions and exceeded CTR benchmark by 75%
Meta Marketing Impressions
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