However, with the deluge of other programs and information to this audience, traditional methods needed to be shaken up.
What needed to change?
We needed to identify new ways to do outreach and promotions, but more importantly, to capture the already time-starved attention of our audience.
We find meaning in the work we do and we think that everyone else should too. Being valued, understanding the bigger picture, being empowered and having the autonomy to make decisions creates happy employees and teams.
We find meaning in the work we do and we think that everyone else should too. Being valued, understanding the bigger picture, being empowered and having the autonomy to make decisions creates happy employees and teams.
Gaining perspective requires reflection. We bring information to the table that helps you take a moment to pause, expand your viewpoint, and broaden your perspective.
Gaining perspective requires reflection. We bring information to the table that helps you take a moment to pause, expand your viewpoint, and broaden your perspective.
Emails, newsletters and website-marketing were no longer having an effect for enticing potential registrants to our client’s programs. Primarily, our client’s ‘just in time’ marketing proved to be more reactive than proactive.
From there we created a comprehensive, proactive and ongoing outreach and marketing strategy. This multi-channel approach leveraged social media, something that was only dabbled in up until now. The key was to have an ongoing and consistent voice delivered to our audience. We also took a different marketing approach to getting our audiences’ attention. Rather than offer just “special pricing” or other discount-related incentives, we decided to “give back to the community.”
Through a strategic communications and marketing calendar, we carefully selected our messages that ranged from program seat sales, cost-incentive offerings, all the way to sharing topical papers and webinars with the community. And it worked!
193
countries reached
27
strategy and brainstorm sessions
110
percent of seats filled (and we needed more chairs!)
Within a matter of a few weeks, the client already saw an uptake in both registration and traffic to their website. By anchoring the milestone anniversary as our main message and developing a multi-channel strategy that promoted as well as ‘gave back,’ we hit the right balance to gain the needed attention of interested participants. Final result: full attendance to all programs.
As the saying goes, an ounce of prevention is better than a pound of cure. In our case, the ounce of prevention was our ability to develop and implement an ongoing and proactive approach to their traditional method of just-in-time “medicine” marketing.