Men in Leadership

Background

The Executive Leadership Council (The ELC) is the premier organization for professional development among Black people and for increasing diversity among managers and executives in all industries. Among the tools that The ELC provides is Black Men in Leadership, an annual virtual conference designed to help Black men reshape their narrative and navigate the corporate landscape with confidence.

The Challenge

The ELC excels at promoting and hosting live events, but in 2020, the COVID-19 pandemic forced it into the virtual world. It had to find a way to promote the Black Men in Leadership Virtual Conference so that it stood out in a suddenly crowded marketplace. The ELC turned to our team, because we specialize in online marketing to Black professionals. The ELC needed help with digital marketing, organic social media promotion, email marketing, and paid advertising campaigns to promote awareness of the conference and increase registrations.

The Solution

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

Results

With our help, the Black Men in Leadership Virtual Conference secured twice its registration goal ahead of the deadline. Because of our campaign, there is already a waiting list for next year’s program. For our work on this campaign, we received a 2023 Communicator Award of Excellence.