My team was brought into The PowerUP Virtual Expo shortly after the concept was finalized. This was an inaugural event and the first virtual event the organization had run. The goals were twofold: to drive awareness of, and attendance to, the first time event and sell at least 75% of the available sponsorship packages.

The Challenges

No one on the team, except me, had ever run a virtual event prior to this, nor had any of them run or coordinated a sponsorship attendance at a traditional event. And we had just 10 weeks to get everything into place.

The Actions

2. Provided insight into the marketing materials necessary for virtual booth builds

3. Advised on marketing budget and minimum possible results

The Integrated Marketing Plan was developed by me, in partnership with EMEA editors and global stakeholders. The effort incorporated:

• Email – 4 blasts with increasing sense of urgency and more granular info
• Social Media – 4 flights across 9 channels to 5 audiences
• Paid Advertising – sponsored posts, social takeover, house ads, site takeovers, site section takeovers
• Programmatic – 5 flights, banners, ads, high impact ads, across 12 sites also leveraging look-a-like audiences and re-targeting

The Results

We sold out of the sponsorship packages and acquired 2,376 registered attendees. The goal was 1,000. The event ran smoothly with no noticeable front-end glitches.