Improving Channels & Results
Professionals in Human Resources Association
Challenge
Professionals in Human Resource Association (PIHRA) is the largest affiliate of the Society for Human Resources Management with over 4,000 members. After renaming their event to California HR Conference (CAHR) they notice a drop in attendance. This was due in part to a lack of recognition or awareness of the renaming, but also to increased competition from other groups with more targeted marketing using multiple channels for promotion. The desire was to increase attendance by 10%.
Event Audit, Content, Marketing Plan and Schedule, Implementation
Conference Website and Video Promotion
Social Media Audit & Plan, Editorial Calendar, Implementation
Solution
TGD approached the problem by first researching the demographics of the industry and reviewing past campaigns. In discovery we realized we had a unique opportunity to market to a mostly woman-based demographic, which played a big role in our campaign philosophy. We developed a strategic plan that included a creative design, new marketing channels and a structured editorial calendar with targeted messages and graphics. We also provided consultation, support and implementation to their small staffed association.
The plan included a smart mix of digital and traditional marketing to attract, engage and register new attendees, exhibitors and members. It targeted potential untapped audiences outside of California who are looking at California, a leader in HR, to provide a first glimpse of future trends. As part of the marketing campaign, TGD established and implemented a comprehensive Social Media plan, a channel that had not been used successfully in the past. We also produced promotional videos for digital outreach and their conference website. The graphics and the videos were all designed to capture the unique experience offered at CAHR by demonstrating energy and fun along with the value of the educational sessions.
Result
The plan exceeded goals, with attendance increasing by more than 20% over the previous year. TGD continued to support PIHRA in 2017 with consultation and design services as they brought the project inhouse.
668% Increase in Social Media Traffic
93% Increase in Website Traffic
20%
