Campaign Sample: 2018 Annual Conference

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Overview

The Business Best Practices & Emerging Technologies Conference is the UW E-Business Consortium (UWEBC)’s signature event. With more than 800 attendees from Wisconsin’s leading companies, it is one of the state’s largest business and technology events. The conference attracts a diverse crowd, from customer service agents to C-level executives, spanning a variety of industries: manufacturing, retail, energy, financial services, transportation and healthcare, just to name a few.

Internally, the conference is a crucial highlight of the year. It serves as a culmination of the year for members (indeed, some members only attend this event), helps close membership prospects and serves as a major revenue-generator for the consortium.

Marketing and Communications Responsibilities

As the marketing and communications lead, I was ultimately responsible for any and all parts of promoting the annual conference. However, my ability to balance competing priorities, meet aggressive deadlines, and problem-solve holistically meant I was involved in almost every part of the event.

My marketing and communications team served as an integral part of the conference team with responsibilities in planning and logistics, speaker booking, sponsor sales and relations, and of course, all things marketing and communications. Additionally, the UWEBC was celebrating its 20th anniversary in 2018, creating additional goals and projects.

Results

By the numbers:

The 2018 conference saw gains in all metrics over the previous year, including:

  • 833 registrants (5.3% increase)
  • $256,430 in registration revenue (32.6% increase)
  • 148 companies registered (6.7% increase)
  • 15 sponsors (15% increase)
  • $144,00 in sponsor revenue (15.3% increase)

Survey respondents also reviewed the conference well, which was a win for our entire team and reassured us we had not overpromised when promoting the event.

  • 91% agreed or strongly agreed The conference was a good value for its money. (4.5% increase)
  • 96% agreed or strongly agreed The conference was a good use of my time. (10.3% increase)
  • 97% agreed or strongly agreed I would recommend the conference to a colleague. (11.4% increase)

Additionally, for the UWEBC’s 20th anniversary, I:

  • worked with the university’s government relations office to draft and acquire a gubernatorial proclamation from Governor Scott Walker (who was not known to be the biggest fan of UW-Madison or the Wisconsin Idea).
  • helped host Chancellor Blank (and Bucky Badger), who presented the proclamation at lunch and spoke about the UWEBC’s value, working with the chancellor’s office on logistics, requirements and speech preparation, as well as leads for future stories, which were used in Chancellor Blank’s future speeches.
  • liaised with the Office of Business Engagement, Center for Professional and Executive Development and other campus partners on custom invitations (print and via email) for industry and campus leaders to the preconference executive reception, celebrating the UWEBC’s anniversary.
  • worked with University Communications on an article and Q&A marking the consortium’s 20-year evolution.

Take a closer look

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