EVENT MARKETING
University Of Central Florida College Of Business
The University of Central Florida College of Business produces a comprehensive one-day event uniting industry and academic experts in the human resources arena, including speakers, panel discussions, and a networking reception. The in-person event coincides with a virtual event.
SharpShell was engaged by the College only five weeks prior to the event for promotion.
Key Strategies And Tactics
- Content Marketing
- Email and SMS campaigns: Targeted messaging to engage HR professionals and make them aware of professional development opportunities and credits and encourage them to take advantage of early-bird discounts.
- Social Media Integration
- Email and SMS campaigns: Targeted messaging to engage HR professionals and make them aware of professional development opportunities and credits and encourage them to take advantage of early-bird discounts.
- Distributed content to additional Human Resources community groups based on the Meta events
- Digital Advertising
- Leveraged social media advertising on Meta properties and LinkedIn targeted to HR audiences
- Search engine marketing on Google optimized by search keywords related to HR professional development and interest
- Targeting was both geographically limited to the Southeast for the in-person event and nationally for the virtual event
SUCCESS METRICS
Audience Engagement
SUCCESS METRICS
Audience Engagement
Average Email Open Rate
48.6% (industry average: 32%), showcasing highly effective email targeting and content
Email Click-through Rate
The first email in the campaign sequence achieved an extraordinary 21% click-through rate compared to 3% industry average for education. The second email in the sequence continued to exceed averages
Average Smsopen Rate
SMS messages have an overall open rate of 98%
Sms Click-through Rate
Our average SMS click-through rate for this campaign stands at 3.7%
Campaign Outcomes
Due to the quick turnaround and infrastructure not controlled by the College of Business, direct conversion data is not available to us.