Executive Women Health Conference
CP Communications were brought on board by Macquarie University’s Faculty of Business and Economics and iConneXX to promote The Body & Mind Corporate strategic workshop - a workshop for identifying and managing health risks for women executives and board members.
CP Communications developed a PR strategy which focused on engaging with target audiences. The aim was to build the profile of the conference both online and in print as well as highlighting the issues the conference would be addressing.
To help increase ticket sales CP Communications also developed a marketing strategy to help promote the conference directly to an already established database.
Strategic PR
CP Communications identified that a media release would be the most successful method of distributing information about the conference to key media. CPC developed a media release as well as offering key speakers from the conference to be interviewed.
This initial media release received a significant amount of coverage including articles about the conference and the issues being addressed in CEO Online, BRW, BRW.com.au, The West Australian and Connected Women.
An invitation was also offered to journalists and bloggers to attend the event which resulted in a number of key journalists attending the event and a significant amount of post conference coverage.
Marketing
We identified that much of the conference’s target audience were associated with key women in business related associations. For this reason we sent the media release and conference information to 40 key target associations, requesting their assistance in promoting the event on their website and in their newsletters. We also offered their members a $100 discount off the event price.
This resulted in mentions in key target associations’ newsletters and on their websites including Sphinxx.com.au, Askher.com.au, Chief Executive Women, The Australian Psychological Society and 2020women.
Additionally CP Communications reviewed all marketing content for the website and email newsletters and significantly improved their key messages and included a clearer call to action. This resulted in an increased click through rate and registrations.