OPPORTUNITY: Ping aimed to reintroduce their Annual Identity Conference with a fresh rebrand, seeking to revitalize the event’s image and expand its reach. Their goal was not only to update the branding but also to significantly increase attendance by attracting new, diverse audiences, including professionals from underrepresented industries and demographics that had not been targeted in previous years.

SOLUTION: I developed and implemented a comprehensive marketing strategy designed to enhance customer journeys by leveraging multiple channels. This strategy included highly targeted email campaigns tailored to specific customer segments, engaging social media content that fostered community interaction, and compelling videos that showcased their product’s unique value. We also produced insightful blog posts and strategically placed banner ads to capture attention at key touchpoints. Additionally, I coordinated the release of press materials to generate media buzz and optimized website content to improve user experience and drive conversions, ensuring a cohesive and impactful customer journey across all platforms.

RESULTS:

• 86% Increase over prior year attendance

• Open Rate of 29% on Email Segmentation

• Record Number of Sponsors

• Event Promotional Campaign ran with banner ad placement on Top Technology News Website; Gained 35% new registrants in 3 days.