As VP External of the 2019 UBC Imprint team, I spearheaded the largest corporate branding conference in Western Canada connecting 200 undergraduates with 125 industry experts.
The Challenge
Be it based on mentorship, recruitment - our core mission is to strengthen the marketing community by connecting brands with top talents across Western Canada. My challenge was to partner with globally recognized brands to bring marketing concepts through their company's lens in 8 interactive workshops and 4 panels.
Outreach Strategies
After analyzing last year's post-conference survey results, I implemented a strategic plan to invite and track communication with marketing industry experts to decrease errors. With our goal in mind, I led cross-functional team of 3 to create a CRM database with over 600 contacts across Canada and created email templates for the team to personalize.
Create Relevant Content While working with brands, we considered topics that focused on relevant trends and interests to ensure that the workshop content matched the students' needs. In order to understand the target market on a deeper level, I analyzed and leveraged the insights from the previous year's post-conference survey results to create Panel and Workshop Speaker Guidelines. The guidelines assisted the speakers with the creation of their workshop slides and what they should expect on the day of.
Digital Assets
I co-authored and managed the content for the delegate book (see example below!) to ensure accuracy, readability and brand-consistent tonality. Our informational package, guidelines, and partnership media kits gave our organization a voice that allowed our personality to shine through. This was particularly helpful while positioning UBC Imprint as a leading corporate branding conference among the Western Canada student body.
Result
Through my outreach strategies including cold-calling and new digital assets, I increased business delegate attendance by 25% and doubled the number of partnerships with globally recognized brands such as SAP, P&G, Labatt Breweries, and more.
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