Event Marketing
The International Council for Small Business (ICSB) was a marketing client that held an annual conference, called World Congress, where Amanda supported in the marketing efforts.
The objective of the campaign was to support ICSB’s conference, increase registration, and increase awareness to ICSB’s two journals. Two social media ads were run on X/Twitter and Facebook, and an email campaign was scheduled in support of the conference.
Client:
International Council for Small Business
Skills applied:
Event marketing, Paid social media, Organic social media, Email marketing
Social Media Ad Examples
The social media ads for this campaign were drafted, designed, implemented, and analyzed by Amanda. She created both the designs for the ads, as well as the copy. Below are some ad copy examples.
ICSB invites everyone from around the world to World Congress Day. Showcase your creative ideas, inventions, inspirations, and achievements in entrepreneurship and advancement of small businesses. Register today! [bitly]
Join ICSB for World Congress Day from July 12 - 16, hosted online and in Paris, France, and explore the theme of “L’Exposition Universelle d’Humane Entrepreneurship." Register today! [bitly]
485,000 impressions,
with a 13% CTR
The X/Twitter ad ran over the course of 5 weeks and yielded over 250,000 impressions with a click through rate of 7%.
The Facebook Ad ran over the course of 5 weeks and yielded 485,000 impressions with a click through rate of 13%.
Email Example
The email campaign was drafted, designed, created, sent and analyzed by Amanda. This included crafting the email layout, creating images, and drafting the copy.
Two email sends were sent to promote the registration of the conference, as well as a few key articles the client wanted to promote alongside the registration of the conference.
Since the conference was being held in Paris, France, coordinated marketing efforts in both English and French were sent out. Segregating the email list based on location determined which email send the recipient would receive - English or French.
Two email sends were sent after the conference to thank participants for attending, and to continue the promotion of the free access content.
The email was sent to over 12,000 contacts targeted at people within Taylor & Francis’s email database interested in or studying business, small business, business administration, entrepreneurship, business management, etc.
25% open rate with 7,000 opens,
and a 9% CTR with 562 clicks
The email sends had over 7,000 opens yielding a 24% open rate, and 562 clicks yielding 9% click through rate.
Overall campaign
The conference received an increase of registrants directly tied to these marketing efforts, trackable through URL strings places on each clickable link. Further, an increase of downloads for the two journals content increased by 5,000 views per article promoted.