BRAND: The Women in Business & Tech Expo
SERVICES: Organic Social Media Content Creation & Management
When we teamed up with the Women in Business & Tech Expo, our goal was clear: Deepen the relationship with their audience and transcend the virtual space to create an all-encompassing experience for attendees, speakers, and sponsors alike.
In 2018, the Women in Business & Tech Expo began with a promising start, quickly becoming the UK’s top event for empowering, educating, and supporting women in both business and tech.
However, 2020 required a new direction: a move to the virtual world. While the transition online was successful, the feeling of community became harder to grasp.
By 2021, the team faced a fresh challenge: Finding a way to spread awareness, foster a strong sense of community across different online platforms, and connect with sponsors, speakers, and attendees – all while staying true to the brand and mission.
With this in mind, we worked together with the team to outline a set of focused goals:
- Boost ticket sales, significantly.
- Attract higher-tier sponsors and exhibitors.
- Cultivate a robust brand and community around the event.
- Establish a dominating presence across multiple social media platforms.
Once the goals were put in place, a sustainable and community-focused content marketing strategy was designed to specifically target five different platforms:
- LinkedIn (including two niched LinkedIn groups)
This strategy was designed to ensure each platform received unique, engaging content tailored to its audience.
In addition to this, we also created a collection of branded assets for the event and developed content that the community could engage with and share, fueling organic growth.
After pouring our efforts into a comprehensive strategy, here’s how things turned out:
- Brand Presence: We built a strong and consistent image across all target social platforms.
- Community Engagement: The audience felt more connected than ever. Feedback showed attendees really appreciated the complete event experience from start to finish.
- Ticket Sales: The early bird ticket campaign was a hit, selling over 2K tickets.
- Sponsor Acquisition: Leading tech companies like Amazon, Vodafone UK, Spotify, and Shopify joined in as sponsors, showing the increased value of the Women in Business & Tech Expo online.
- User-Generated Content (UGC): There was a lot of buzz from attendees and speakers. This meant plenty of shared content, comments, and positive vibes all around.
In short, our strategic approach transformed challenges into milestones, creating tangible impact and clear results.
“I worked with The Quirky Pineapple Studio for the organic social media of our large scale exhibition for Women in Business & Tech UK. We were pleased with the quality of content produced, attention to detail, professionalism, and friendly approach.
Collaboration was a keyword and the content was always delivered on time. Cassandra and her team were an absolute pleasure to work with and I’d definitely recommend her services!”Catherine Acevedo, Marketing Manager, Hub Exhibitions LTD
From brainstorming to execution, here’s a quick breakdown of how we worked together with the Women in Business & Tech Expo’s team – Hub Exhibitions LTD – to elevate the event experience.
1. Strategy Development: Guided by the Quirky Octopus™ Framework, we outlined a 12-month strategy. All this to ensure that the content was tailored to each of the 5 platform’s unique audiences and needs.
2. Onboarding & Execution: Digging deeper into the event’s brand essence, we worked to create content templates and lay the groundwork for a cohesive online presence that encapsulated the event’s image and mission.
3. Content Creation: Working hand-in-hand with the team, we created shared documents, whipped up branded visuals, and produced content that resonated with everyone – from sponsors to attendees. Plus, we stayed active, responding to comments and keeping the online buzz going.
4. Monthly Check-Ins: Touching base with the Hub Exhibitions team regularly helped us stay on track, dive into the data, and tweak things as we went along. This helped us update our strategies where needed and adapt to real-time feedback.
5. Key Campaigns: From pushing early bird ticket sales to securing top-tier sponsors and amplifying event highlights, our campaigns were laser-focused and results-driven.
Looking for a marketing partner to help you create culturally conscious content that resonates with your audience?
From social media to blog writing and email marketing, The Quirky Pineapple Studio has the knowledge and expertise you need to help you uncover the value of strategic content and get your name out there.