Smarter, more personal marketing brought new faces to a longtime annual conference.
A statewide HR association
20%+increase in paid conference attendance
The challenge
The association’s annual conference had steady attendance, but it was the same people year after year. Marketing went to everyone at once, so it wasn’t speaking to anyone in particular.
Our approach
We introduced marketing automation, a first for the association, and built audience segments so members received messages that fit them. Around it, we ran an integrated campaign across email, telemarketing, programmatic and search advertising, social media, and direct mail.
