Campaign: Destination Growth
Client: East of England Development Agency (EEDA)
PR team: In-house and The Foundry House
Timescale: July-November 2009
Destination Growth is EEDA's biennial conference for businesspeople in the East of England. The team wanted to use social media to encourage attendance in 2009.
- To drive interest and registrations
- To help delegates maximise networking opportunities by connecting them before the conference
- To use the event as a catalyst for EEDA's use of social media to support its wider marketing effort.
Strategy and plan
Speakers including Michelle Mone, Alan Sugar and Greg Dyke acted as headline-grabbers. Flickr and YouTube accounts were populated with photos and videos from previous conferences were used to drive traffic to the event website. A LinkedIn group was set up and Twitter was used to kick-start conversation with exhibitors, delegates and speakers, while an EEDA blog acted as the hub for social media activity.
Measurement and evaluation
More than 50 per cent of delegates joined the LinkedIn group. YouTube videos and Flickr photos were viewed about 3,500 times.
Social reporting site DG Live attracted more than 1,000 unique visitors and more than 5,000 page views.
More than 800 delegates registered.