Case Study

Going Virtual

Minority Business Development Agency // Digital Marketing

The Challenge

Transition a traditionally in-person summit to a virtual experience

The National MBE Manufacturers Summit (NMMS) is a yearly conference where Minority Business Enterprises (MBEs) in the manufacturing field convene to network and grow their businesses. The 5th Annual NMMS was initially intended as an in-person summit. After COVID-19, GA Tech decided to transition the summit to a virtual space rather than cancel and have their audience lose out on growth opportunities in a volatile business climate. GA Tech hired IGS to help quickly and creatively pivot the Summit from in-person to virtual.

Website preview

The Solution

Leverage the benefits of virtual without losing the in-person spark

IGS created an integrated campaign aimed at reassuring previous summit attendees that there is no value lost in the transition to a virtual experience, while simultaneously appealing to new attendees. We were able to reassure previous summit attendees through interactive email campaigns, mobile text marketing, and multimedia program promos. Our marketing efforts included paid search campaigns, social media outreach, email marketing, and public relations. We highlighted the value in listening to our keynote speakers and participating in the matchmaking program to new attendees through messaging and branding specific to their audience.

We expanded our reach to new people from 225 summit attendees to 621 new virtual attendees in 60 Days. 
number of attendees vs last year

The Results

We created 67 high impact email campaigns, in addition to graphics and collateral pieces. Through effective use of email outreach, paid search ads, and social media IGS tripled the number of attendees vs last year. New attendance to the Summit was drastically increased, with 69% of survey respondents indicating this was their first year attending. 

Now, Let's Talk

about how we can serve you...

Connect With Us