20,000 Registrants in Two Months? No Problem!
Less than two months to deliver 20,000 registered attendees? No problem with a strategic campaign featuring owned, earned, shared and paid channels.
A Canada-based real estate investment firm was no stranger to hosting conferences, but they wanted to make a huge (and measurable) splash for their 40th Investor Summit in September 2024. That included a minimum of 20,000 registered attendees to help pack the house for an interactive exhibit hall and an engaging programming line-up that also featured an investment-focused keynote Q&A with NBA legend Shaquille O'Neal.
I served as content manager on this project, helping to lead a brilliant team that collectively produced conference branding and messaging (including visual identity), a three-month editorial calendar and all supporting collateral, from blog posts and print ads to social media content and paid digital ads.
For this 40th event, our client also wanted to make an impression in an increasingly crowded industry and establish themselves as the go-to source for real estate investing in Toronto and beyond, including a planned expansion into the U.S. market.
Goals + Deliverables
Once I had developed approved conference messaging, my team worked closely with the client to understand the full attendee journey. Our strategic marketing plan included a mix of paid, earned, owned and shared content to do the following:
Expand the client's brand awareness in the Greater Toronto Area (GTA)
Spark interest in the conference, the first step in an attendee's journey to become a fully coached real estate investor
Secure a minimum of 20,000 conference registrations
Differentiate the client and conference from the competition
Showcase a dynamic speaker line-up, including several HGTV stars and Shaq
Deliver timely attendee updates to ensure a smooth journey from registration to conference attendance
The client provided a significant boost to our strategic marketing plan by securing a broadcast media sponsor, which introduced a number of new channels, including radio, TV and newspaper ads.
Organic, earned and owned media helped deliver a few thousand registrations, but one month out from the conference, we realized the need to quickly expand to an aggressive, month-long paid campaign solely focused on delivering conference registrations.
Budget: $275,000
Allocation: 61% Meta, 21% Google, 18% LinkedIn
Goal Achieved!
My Responsibilities:
Development of strategic messaging and a content-focused marketing plan, social media content creation and management, blog writing, client discovery and relationship management, digital and traditional paid ad content creation, on-site content creation and social media management, unofficial conference PA announcer.
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