Due to COVID-19, one in four women considered downshifting her career or leaving the workforce. The Power of Women at Work (POWW) conference was created to offer Black women a successful plan to thrive in the workforce. “Conquering adversity and making your mark” is the tagline for the conference, hosted by The Executive Leadership Council (The ELC). POWW is a one-day virtual conference designed to equip women of color with the tools they need to navigate the workplace with power, grit, and grace.
Virtually connecting Black women professionals
The ELC needed a strong and positive branding design that would draw attention to the conference and encourage registration. It also needed a targeted digital marketing campaign that presented the benefits and value of the POWW conference to mid-level career Black female professionals in the hopes that they would sign up for the event.
We met with The ELC to talk about program changes, speakers, needs, and registration goals, and then we accordingly came up with a strategy across all digital channels. We designed a clear one-page microsite that included pertinent event information and a registration button to simplify the sign-up process. Finally, we designed the digital marketing campaign so that it would target Black female professionals and direct those who were interested to the microsite where they could register.
The targeted marketing campaign increased awareness of the POWW conference and encouraged Black professionals around the country to participate. The ELC has decided to make the conference permanently virtual so that it can reach and inspire Black women professionals all over the nation. Our efforts have contributed to a continuous increase in registration over the past three years with 361, 461, and 929 registrations, respectively.
