Virtual conference

Eight Weeks to Promote a Virtual Conference


National Council of Teachers of Mathematics


In 2020, NCTM had planned several in-person conferences however, the COVID-19 pandemic forced them to cancel. Recognizing that convening the Math community was even more important than ever before, NCTM quickly planned the NCTM 2020 Virtual Conference and engaged the Gavilan team to manage promotions only eight weeks prior to the event.


The campaign included:

  • Graphics that represented NCTM’s diverse audience
  • A comprehensive messaging platform
  • A registration incentive that provided attendees with a T-shirt, sunglasses, and more
  • Videos that promoted the conference
  • Emails to target audiences with customized messages
  • Digital ads
  • Purchase of targeted email lists
  • Social media and email campaigns.


  • The conference attracted 3,525 attendees: 95.8 percent higher than the registration target
  • Attendees represented the entire spectrum of Mathematics professionals
  • More than 1,400 registrations were received by October 15, 2020, the registration incentive deadline
  • The video received 800 views
  • The conference drove significant website traffic, with 1.3 million users – a 78% increase