Black Men in Leadership Virtual Conference

Background

The Black Men in Leadership Virtual Conference was devised as a response to the devastating events of that year such as the George Floyd murder and the COVID-19 pandemic. The purpose of the conference was to help Black men reshape their narrative and navigate the corporate landscape clearly, competently, and with confidence. Speakers and events for the Black Men in Leadership Virtual Conference provided participants with critical conversation, networking opportunities, and resources.

The Executive Leadership Council excels at promoting and hosting live events but the 2020 pandemic forced them into the virtual world. They had to find a way to promote the Black Men in Leadership Virtual Conference so that it stood out in a suddenly crowded marketplace. They needed help making the promotional assets visually appealing and focused on the proper audience in order to secure registrations.

The Challenge

The Black Men in Leadership Virtual Conference faced the difficult task of breaking through a saturated virtual events market during the height of the 2020 pandemic. With many organizations shifting online, it was crucial to create a strong digital presence that resonated specifically with Black male professionals seeking leadership development and community. The Executive Leadership Council needed compelling, culturally relevant promotional assets and a targeted marketing strategy to stand out, engage the right audience, and drive registrations amid widespread virtual fatigue and competing distractions.

The Solution

The Black Men in Leadership Virtual Conference turned our team because they specialize in online marketing to Black professionals. The conference needed help with digital marketing, organic social media promotion, email marketing, and paid advertising campaigns to promote awareness of the conference and increase registrations.

We designed a conversion-optimized landing page for the event that allowed visitors to register directly for the conference. They also created a paid advertising strategy that targeted the conference’s specific audience and led them directly to the landing page.

Results

With our help, the Black Men in Leadership Virtual Conference secured two times their registration goal ahead of the deadline. Because of the campaign, there is already a waiting list for next year’s program.