Marketing to potential attendees is a vital step in setting up a successful conference. In the fourth part of our six-part Chapter Leaders Blog series on effectively planning statewide and regional meetings, we’ll provide suggestions for the “who, what, and when” of your marketing communication plan.
Communication Contacts
The first step in developing a communication plan is identifying contact sources with potential attendees, including:
- Chapter distribution lists (from all chapters within the state or region; include past members)
- Past statewide or regional meeting attendees
- National APA member list (includes all national APA members in the region; may only be used one time)
- Companies in your area that are not represented in your chapter
- Social media platforms
Communication Contents
Next, determine what should be communicated to potential attendees. Reviewing feedback from your prior events can help you determine what was important to attendees and what your communication should focus on. Highlighted educational topics, the event dates, location, entertainment, cost, and RCHs should all be shared in your marketing efforts.
In trying to secure attendees, you may also consider promoting a registration deal. For example, you can offer a reduced rate for anyone who pays early or the host chapter can offer a discount on membership dues for anyone who attends the conference. Maximizing RCHs and offering classes on payroll hot topics (such as the new Form W4) are also great ways to attract attendees.
Communication Timeline
Below is a sample communication timeline:
- 1 year prior – Announce the next event and send attendees home with save the date information at the preceding statewide or regional meeting.
- As soon as you know the registration fee for the conference add it to your website and social media.
- At each chapter meeting leading up to the statewide or regional meeting remind members to save the date/register and provide relevant event updates.
- 8 months prior – Send out a save the date email with the national APA member list.
- 6 months prior – Post a save the date on social media, including location, topics, speakers, vendors, fees, etc.
- 1 month before registration opens – Send another marketing email to chapters, including past members, and post to social media.
- When registration opens – Send an email blast and post to social media.
- 2 months prior – Send an email including details about the area including shopping, activities, and dinner locations.
- 1 month prior – Send email reminders once a week and post to social media regularly.
- 2 Weeks before – Send reminder emails to registered attendees about parking, signing up for workshops, community service opportunities, contests, hotels, times, agenda, and link to presentations.
- 1 Week before – Do a social blast every day in the last week of registration.
- Communicate with anyone who has not completed registration but has paid.
This article is the fourth of a six-part series on effectively planning statewide and regional meetings, authored by Statewide Coordinator and Past President of the Northeast Wisconsin Chapter, Stephanie Ernsting, CPP. Part 4 was also co-authored by Cassie Tennant, CPP. Subscribe to the blog for weekly updates!
Read Part 1 on Finding the Right Venue Using an RFP.
Read Part 2 on Preparing a Thorough Budget.
Read Part 3 on Selecting Topics and Speakers.
