PPP Innovative Conference Marketing Campaign

Innovative Marketing

Campaign 2014 NCPP

About NCPPThe National Conference on Philanthropic Planning is the largest of its kind in the US put on bythe Partnership for Philanthropic Planning (PPP) The event provides a unique meeting place for all of the professionals who make charitable giving most meaningful in their work This years conference in Anaheim brought in nearly 800 professionals in charitable gift planning from all over the country a recording setting number since before the recession

GOALS

ldquoSetting goals is the first step in turning the invisible into the visiblerdquo ndash Tony Robbins

NCPP Marketing Goals

Goal 1 Increase Attendance by at least 10 from prior year reaching 800 attendees Goal 2 Increase focus on NCPP education by achieving 300+ downloads of past speaker papersGoal 3 Increase social engagement on twitter and Facebook around NCPP with promoted posts for offerings and hashtag promotion 2014NCPPGoal 4 Increase blog traffic with three unique NCPP offerings and registration CTAs

AUDIENCE

NCPPAUDIENCE

Paid lists we targeted our messaging around our current member personas and experience levels in addition to a new audience a younger less experienced charitable planner who deal with major gifts specifically We also targeted by region

We used an attendee demographicinfographic to target new sponsors

and display who should come to NCPP

ldquoWhatrsquos in it for mehellip Why should I believe yourdquo

NCPP Value Propositions and Supporting Copy for Target Audiences

For Charitable Gift PlannersFundraisers and Development OfficersBuild The Legacy Your Donors and Clients Desire Collaborate with experts at the largest national conference on philanthropic planning and leave with more creativity and confidence in your work with donors and future clients

For Major and Principal Gift Officers Enhance Your Client and Donor Relationships With Skills in Gift Planning The largest national conference on philanthropic planning NCPP is here to offer you the tools to become more effective in your work with clients and donors by adding the value of gift planning to your skill set

STRATEGY

STRATEGY OVERVIEW

Inbound Marketing

bull Offerings- past conference papers for download

bull CTAs in blogs and newsletters with links to forms

bull Automated email follow up for offering downloads

DigitalSocial Media

bull Social campaigns ldquoWin a free registrationrdquo and ldquoYou still winrdquo follow up

bull Boostedpaid posts on Twitter LinkedIn and Facebook

bull Infographics

AdvertisingTradeouts

bull Marketing Toolkit for partner council promotions

bull Advertising trades print and line text ads

Email Marketing

bull Targeted marketing by audience region and past attendance

bull Tailored follow up emails to downloadscontest entries

Print

bull Targeted Postcard- list purchase by regiontarget audience

bull Onsite postcard with 2015 conference promotionlogo

INBOUND MARKETING STRATEGY

Our first strategy for reaching more engagement around NCPP was through inbound marketing tactics utilizing past NCPP speaker papers as our content offerings

We set up unique landing pages (which remained branded to PPP and other offerings) with forms for each

We built communications (primarily on social with paid posts) and attached CTA is newsletters and relevant blog posts

We also set up automation for follow up emails for each download

Vehicle We built communications (primarily on social with paid posts) and attached CTA is newsletters and relevant blog posts

Follow up We also set up automation for follow up emails for each download promoting a join amp save option for non-members

DIGITAL amp SOCIAL STRATEGY

While we see social media as more of a vehicle than a strategy we did run a successful Social Campaign for a free registration valued at $1045 for one week after early bird deadlines ended We utilized boosted posts on LinkedIn and Facebook and scheduled messaging on Twitter

Combined Inbound Strategy the social shares and clicks to the landing page were tracked and entries were directed to a form where we collected contact information and followed up with more conference information via email

Over 200 entries came in for the contest after our prime registration time ended

Campaign Follow Up Automation

Automated emails were scheduled as soon as anyone entered the giveaway and at the conclusion of the campaign the ldquoYou Still Winrdquo email went out to members offering the early bird rate Non-member entries were offered the discounted member rate and joinsave promotion

DIGITAL amp SOCIAL (CONT)

We sent a personalized announcement to our 3000+ LinkedIn group members and tailored messaging within our shared interest online communities

We also featured blog posts by NCPP speakerslinking related past NCPP papers as offerings and conference registration CTAs

DIGITAL amp SOCIAL (Cont)

Are social content ranged from photos showcasing the staff excitement infographics graphics promoting early bird and other deadlines past yearrsquos videos as well as NCPP offerings for download

We also focused on more visuals and calls to action promoting education and top reasons to attend with infographics

ADVERTISING AND TRADEOUTS

We partnered with relevant publications like The Chronicle on Philanthropy and others in addition to our partner councils offering member discounted rates to non-members with unique discount codes that we could track

Ads text ads and digital advertisements were created for partner councils

Media Kits In addition to providing our speakers with a toolkit we provided our partner councils a kit to promote NCPP to their members including ads infographicsemail templates and more

Partner Council Ad

EMAIL MARKETING

We tied some of our social tactics with email marketing by sending a personalized announcement to our 3000+ LinkedIn group members which arrive via their inbox as well as group notices

Targeted emails were also sent regionally and to various audience segments

Print

We purchased lists from similar organizations that included a large segment of the new audience we were targeting

Two print pieces were utilized in the NCPP campaign1 Targeted postcard with a tracking link 2 Membership marketing piece

used at other events and tradeshows

RESULTS

Goal 1 Increase Attendance by at least 10 from prior year reaching 800 attendees

2013

7252014

800

11

Goal 2 Increase focus on NCPP education by achieving 300+ downloads of past speaker papers

3offerings

407Downloads

Goal 3 Increase social engagement on twitter and Facebook around NCPP with promoted posts for offerings and hashtag promotion 2014NCPP

50+NCPP Unique Tweets

100+ favorites and retweets

10k+ Reach with promoted posts on facebook

Result Blog traffic increased significantly during the three months with one new NCPP download offered each month

Click rates on NCPP registration CTAs during the months of June-August

Blog trafficviews

Goal 4 Increase blog traffic with three unique NCPP offerings and registration CTAs

50

Bonus Finding Email open rates around NCPP communications increased to well above the industry average and at 5 higher than previous year (June-Aug)

Summary

The newest and most innovative strategy used for NCPP 2014 was inbound marketing The high quality speaker papers from past events that are accessible only by attendees served as a great sampling of the valuable NCPP education and provided us a new way to grow our database

Overall with the new types of content used to promote NCPP (infographics offerings targeted ads and messaging) we saw a huge increase in blog traffic social engagement and growth as well as open rates in all NCPP communications

This presentation was merely a glimpse of the complete 2014 NCPP Campaign We are still constructing our final results with all tracking links placed social referrals and analysis of the NCPP website analytics

Onward and Upward

Campaigning for the 2015 conference began during 2014 NCPP with recordings of testimonial videos and photos promoting what attendees liked about conference

Itrsquos never too early to campaign for next yearhellip

A recap of the event from social media was put together on storify immediately following NCPP including a section of member praises of the conference and NCPP 2015 promotion

Have questions about PPPrsquos innovative marketing campaign for NCPP 2014

ContactSarah RosenbergerPR amp Marketing Mangersrosenbergerpppnetorg3172696274