Challenge – 1) Generate targeted leads for IPS Learning’s annual conference; 2) Develop promotional messages through the creation of digital assets; 3) Generate value for potential conferences sponsors
Solution – Expand IPS Learning’s database of qualified conference prospects so that targeted promotional messaging could be delivered as conference details fell into place. Leverage digital media channels with the ability to hyper-target messages by geography, seniority, job function and/or project management credentials. Optimize the Strategic Execution Conference website for search engines as well as users making conference attendance decisions.
Overview – This IPS Strategic Execution Conference brings together senior level executives who are responsible for company strategy and are interested in making connections with their peers – especially fellow graduates of the Stanford Advanced Project Management Program (SAPM). IPS Learning wished to target the 600,000 professionals who already have PMP certification and were therefore potential candidates for enrolling in the SAPM program and likely to attend the conference as a first step. We began by understanding the capabilities of the existing the digital media tool set used by IPS Learning which consisted of Eloqua as their CRM and Cvent as the web software/event platform. We developed a strategy that leveraged these existing tools, optimized their web content and improved the user experience. We were then brought back to develop digital marketing materials for the conference that extended their brand and drove attendance.
Deliverables
- An improved navigation architecture for the Strategic Execution Conference website
- Website copy
- Recommendations on digital media to promote conference
- Static and animated digital media ads which ran in PM Network Magazine, SFGate,
- Landing Page copy and layout
- LinkedIn Ad campaign plan and execution
- LinkedIn ad campaign plan and creatives
- LinkedIn ad campaign management
Results
550+ attendees from over 15 countries registered for the conference
