Event marketing
The Pacific Northwest Update in Obstetrics and Gynecology is the region’s largest annual conference in women’s health. Like many events, attendance suffered during and in the aftermath of the COVID-19 pandemic. In 2023, I was asked to create the conference collateral and to lead the event marketing in an effort to improve attendance.
Traditionally, the team relied on a purchased provider list and expensive mailers. Additionally, they had high printing costs for the conference itself. Attendees received large folders or binders containing printouts of the presentation slide decks, the two-day schedule, and an assortment of other papers.
For 2023, I proposed a digital-only approach. The exception was small run of save-the-dates for a select audience. We used these strategically at related events or gatherings. Team members provided them directly to small community groups of interest.
Our three-person team spent time refining our list and creating targeted email sends. We amped up our social media and connected with other institutions with a potential interest in conference attendance (providers receive continuing medical education credit). We included conference details in our general newsletter and added the event to select online calendars in the gynecology and obstetrics space.
We also eliminated nearly all handouts at the conference itself. I created a gated space for storing relevant materials, which we made available to attendees one week before the event. Those who wanted paper versions of the presentations could print from home/office ahead of the event. We printed three schedules on large posterboards, which we set up on each of the different event floors. We also had smaller schedules posted for each breakout room. Besides those limited locations, attendees could access the full schedule on their mobile devices via a QR code posted on small cards on event tables.
All told, we cut printing costs from over $7,000 to a total of $245, which included two foam-backed sturdy posterboards. These will be used annually; future conferences can anticipate printing costs below $100.
I am happy to share that we increased attendance 162% using this approach and vastly exceeded our target numbers.
Below is a sample of the promotional and on-site materials.
1. Social media post.
2. Schedule posted at select locations with QR code that linked to online version
3. Small cards placed on tables with QR code to schedule and other info
4. Instagram story with link added in-app to registration page
5. In-progress 2024 version of the 2023 webpage
6. Check-in signage at welcome desk
