Denise Konkol
WRITER•EDITOR•STORYTELLER
Case Study:
Twice yearly FPANJ hosts a conference, and there was a concern over costs given that the keynote speaker was a nationally known broadcast journalist. Eliminating a print postcard mailing at $2,000 meant that other promotions had to fill the void.
Spring Conference Promotion
March - May 2017
With a membership database of approximately 900, I provided weekly messages for FPANJ to use. These were also repeated on FPANJ's LinkedIn group, starting in the latter half of March.
Email /LinkedIn campaign
Media campaign
In addition, a series of press releases were sent to local and hyperlocal media, broadcast, allied partners in education, profession-based groups, and well as state lawmakers. Open rates on these vehicles were 18-22%.
In addition to the LinkedIn group, FPANJ had a Twitter page as well as a public-facing Facebook page. While the message wasn't suited for the general public the Facebook ads platform was. Two promotions were run at a total cost of $300, a $1700 savings to the organization's previous promotions budget.
Social Media
Video
Video taken during the conference is then used for promotion throughout the year via FPANJ's YouTube page. (A previous year's conference is shown. Production for 2017 is still underway.)
Total attendance for the event was up by 40 over the previous year, and by 30 from the Fall Conference. Additionally, media attendance for the event included three industry reporters.
