Transforming an Annual Customer Event into a Funded Growth Driver

In 2017, I inherited an event at risk of cancellation and transformed it into a recognized industry platform with offset costs.

event

2017

map

Montreal, QC

mouse

onlinebrokersummit.com

Background

In 2009, Recognia launched an annual gathering to celebrate customers and discuss emerging trends impacting their industry. What started as an intimate boardroom gathering, gradually grew. By 2016, the event had evolved into a two-day Summit with a full line-up of keynotes, panels, and networking sessions.

Challenge

Having grown organically, there'd never been an underlying strategy built to fully reap the benefits of an event of that scale. Costs were rising and logistics were increasingly complex.

I was responsible for

Tactic

Digital Marketing Plan

Palette

Brand Identity

devices

Website Design/Build

payments

Sponsorship packaging

The event needed a strategy to maximize its value. It needed to expand its online presence through a dedicated website and purposeful media plan, while expanding attendees... all while keeping costs in check.

Brand Strategy

Expand earned media & digital marketing

Previously, the Summit had very little outreach or branding. To change this, I built a website and social campaign to promote the event and share updates like newly confirmed speakers. Invitees could register through the site, while others could "request to join".

A photographer was brought in for the live event, and whitepapers summarizing key findings were published online to attract new business contacts throughout the year.

Market Trends Financial Evolution