Digital Marketing Manager
Case Study: Digital Marketing Campaign for the NetHope Global Summit 2024
I wrote this marketing campaign to build on the success I had experienced marketing the four previous Summits: 2020-2023. Because of the pandemic, I had to shift from marketing one mid-sized in-person annual event to build a marketing strategy around a hybrid-style Summit with two separately ticked levels of access, essentially running marketing for two events simultaneously.
The happy surprise of the pandemic era was the 4-fold increase in attendees due to a robust “virtual event” portion of the Summit. The vast majority who joined remotely had never been involved with NetHope before, let alone a Global event.
2024 is the first year returning to a large in-person event while retaining the successful virtual portion as both a stand-alone ticket, and as an “add-on” for in-person ticketholders. Portions of the in-person event would also be available online for virtual ticketholders.
I chose the SOSTAC (situation analysis, objectives, strategy, tactics, action, control) and SWOT (Strengths, Weaknesses, Opportunities, Threats) frameworks for upward (senior leadership team), and external visibility, KPI tracking and reporting.
Note about the content of this case study
I have not included sensitive in-house reporting data and have stripped most of the branding elements for the sake of brevity.
Read this campaign outline to learn about the approach I created to achieve success. Here are a few outcomes:
In-person tickets sold out 2 months ahead of the event.
All available Sponsorship levels sold out 2 months ahead of the event.
New Summit mailing list subscribers saw a 30% increase over the course of this marketing campaign.
NetHope’s LinkedIn presence experienced over 30% increase in engagement rates, reach, and impressions by 30% over 2023.