MENU
Building an engaging audience.
The Situation
Longview Strategies worked alongside CFA Society Boston’s marketing team to engage its audience for the Society’s Sixth Annual Sustainable Investing Seminar.
The challenge? Positioning the Seminar admidst a field of conferences competing fiercely for the time and attention of investment professionals.
We collaborated to draw attendees, reach new audiences, and help educate the CFA charter-holder community and investment professionals about topics that are both timely and critical to investors.
The Outcome
The marketing and communications program contributed to the largest attendance in the Seminar’s six-year history, an increase in first-time attendees, and active speaker and sponsor engagement.
Our Approach
Our team developed specific messages and a targeted strategy to promote the event. We reviewed information from past seminars, researched messages from competing events, and conducted interviews with stakeholders to distill key attributes of the seminar into three concise messages.
The messaging served as a content blueprint for landing page copy, an email drip campaign, social media, and a video interview series. The video series provided a powerful educational and branding tool, positioning the organization as a trusted source on sustainable investing.
Social Media Metrics
- Increased open rate to 39%
- Increased click-thru rate to 11.75%
- Impressions increased by 10k
- Engagements 184
- New followers 147
- Reach 1,784
- Engagements 98
- New Followers 37
- Impressions 206,265
- Engagement 1,342
- New followers 31