virtual

Building a Marketing Campaign

ASAE 2017 Gold Circle Award Winner
Client
Society for Simulation in Healthcare (SSH)
Overview
The International Meeting on Healthcare in Simulation (IMSH) is hosted by the Society for Simulation in Healthcare (SSH). IMSH attracts 2,500 attendees each year, providing a forum for multidisciplinary healthcare simulation professionals to learn, network and find solutions in the exhibit hall.

IMSH 2017 took place January 28-February 1, in Orlando, Fl. The marketing goal positioned IMSH as the most significant annual gathering of knowledge and professionals in healthcare simulation.

The conference theme: “Patients: The Heart of Simulation,” was applied to the content, branding, messaging, and to the onsite experience.

Strategy
The 10-month marketing campaign focused on increasing attendance by 5% from 2016 and included:

+ Development of a conference look based on the theme: Patients: The Heart of Simulation. This work was managed by GRAPHEK, and the concept was recognized with an award by Graphic Design USA and received an Excel Award from Association Media & Publishing.

+ Emails, including customized messages.

+ Social media posts on various topics.

+ Social media “I’m Attending” graphics.

+ Facebook ads.

+ A save-the-date postcard.

+ A new microsite, designed by Zurka Interactive.

+ A communications toolkit for the planning committee.

+ A promotional video.

+ Ads in Simulation Spotlight and Simulation in Healthcare.

Result
SSH achieved record-breaking attendance with 2,803 attendees from 54 countries; ultimately, with exhibitors, 3,447 people attended. In addition, the Exhibit Hall sold-out two months prior to the event.

Post-conference survey results indicated that 60% of attendees learned about IMSH via email; 53% learned about it through the microsite; and nearly 50% learned about it from a colleague through word-of-mouth.

The microsite received 24,523 unique visitors and more than 124,000 page views between September 2016 and February 1, 2017, and visitors came from 148 countries.

Facebook Likes increased 4.8% and engagement increased 39.2% between January 1 and February 2, 2017.

Twitter followers increased by 158 between January 1 and February 2, 2017.

Two Facebook ads reached more than 25,000 people and 466 clicks.

New Article Showcases IMSH Marketing
Client

Society for Simulation in Healthcare (SSH)

Overview

The International Meeting on Healthcare in Simulation (IMSH) is hosted by the Society for Simulation in Healthcare (SSH). IMSH attracts 2,500 attendees each year, providing a forum for multidisciplinary healthcare simulation professionals to learn, network and find solutions in the exhibit hall.

IMSH 2017 took place January 28-February 1, in Orlando, Fl. The marketing goal positioned IMSH as the most significant annual gathering of knowledge and professionals in healthcare simulation.

The conference theme: “Patients: The Heart of Simulation,” was applied to the content, branding, messaging, and to the onsite experience.

Strategy

The 10-month marketing campaign focused on increasing attendance by 5% from 2016 and included:

+ Development of a conference look based on the theme: Patients: The Heart of Simulation. This work was managed by GRAPHEK, and the concept was recognized with an award by Graphic Design USA and received an Excel Award from Association Media & Publishing.

+ Emails, including customized messages.

+ Social media posts on various topics.

+ Social media “I’m Attending” graphics.

+ Facebook ads.

+ A save-the-date postcard.

+ A new microsite, designed by Zurka Interactive.

+ A communications toolkit for the planning committee.

+ A promotional video.

+ Ads in Simulation Spotlight and Simulation in Healthcare.

Result

SSH achieved record-breaking attendance with 2,803 attendees from 54 countries; ultimately, with exhibitors, 3,447 people attended. In addition, the Exhibit Hall sold-out two months prior to the event.

Post-conference survey results indicated that 60% of attendees learned about IMSH via email; 53% learned about it through the microsite; and nearly 50% learned about it from a colleague through word-of-mouth.

The microsite received 24,523 unique visitors and more than 124,000 page views between September 2016 and February 1, 2017, and visitors came from 148 countries.

Facebook Likes increased 4.8% and engagement increased 39.2% between January 1 and February 2, 2017.

Twitter followers increased by 158 between January 1 and February 2, 2017.

Two Facebook ads reached more than 25,000 people and 466 clicks.

New Article Showcases IMSH Marketing