Last week, we talked about freelance money insights from Shell Tain, a Portland-based money coach. The Conclave hosted Shell at our first event for 2015. We already discussed the genesis of why we wanted Shell Tain to talk to freelance content creators and editors. But what you may not know is that I started designing the marketing campaign in October 2014, and we had several challenges to overcome.
1. The event was not centered on copywriting/editing/content advice, which has been one of CC: PDX’s major value propositions for members and prospects.
2. Shell Tain wanted to specifically talk to Portland copywriters and Conclave members.
3. Talking about money makes people nervous.
4. It was on a Thursday evening during dinnertime.
Our primary target pool was 45 people. I also designed a complementary Twitter and blog strategy that would, if nothing else, help the Conclave’s visibility in the Portland community. My main aim was to be visible without spamming people.
I scheduled e-mails to go out two weeks prior to the event, one week prior, and then three days prior.
Here’s our e-mail metrics (averaged for the entire 45-person target pool):
- First e-mail’s open rate: 83%
- First e-mail’s click rate: 27%
- Second e-mail’s open rate: 73%
- Second e-mail’s click rate: 16%
- Third e-mail’s open rate: 59%
- Third e-mail’s click rate: 10%
As for Twitter, I started with tweets two weeks in advance, and then slowly ratcheted them up to once-a-day tweets.
Here’s some analytics from Twitter:
- First tweet: 355 impressions; 10 engagements
- Second tweet: 409 impressions; 8 engagements
- Sixth tweet: 305 impressions; 2 engagements
How did all of this marketing translate to dollars? We enjoyed a 20% sales conversion rate. Those who attended said they received a lot of value from the event (I certainly did), which will lead to more people joining the organization. We also received social media support from the venue itself (Forge Portland), and a kind shout-out from Mathys+Potestio.
Our next event, Momentum Drivers for Writers and Artists featuring Lynette Xanders, is currently scheduled for May. We’ve developed a content strategy for this event, and the Conclave in general, that will guide us through the rest of the year.
Interested in learning more about what we do? Leave a comment below! We love to share ideas.