The Power of Women at Work Virtual Conference

Background

“Conquering adversity and making your mark” is the tagline for The Power of Women at Work (POWW) Conference, hosted by The Executive Leadership Council. POWW is a one-day virtual conference designed to equip women of color with the tools they need to navigate the norm with power, grit and grace.

The Social Justice Movement and COVID-19 has significantly impacted Black professionals in the workplace, especially Black women. The POWW Conference provides participants with candid conversations, game-changing solutions, insightful panels, and networking and partnering opportunities.

The ELC needed a strong and positive branding design that would draw attention to the conference and encourage registration. They also needed a targeted digital marketing campaign that presented the benefits and value of The POWW Conference to mid-level career Black professional women in the hopes that they would sign up for the event.

The Challenge

The Executive Leadership Council needed to create strong, inspiring branding for The POWW Conference to reflect its mission of empowering Black women professionals. They faced the dual challenge of standing out in a crowded digital landscape while addressing the urgent social and professional realities amplified by the pandemic and social justice movement. Additionally, they required a focused digital marketing campaign that would resonate with mid-career Black women and drive meaningful registration for a newly virtual event.

The Solution

Our team met with The ELC project directors charged with developing the marketing and branding assets of The POWW Conference to learn about their vision. Then 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 women professionals and direct those interested to the microsite where they could register.

Results

Due to the ongoing pandemic, this event had to be held virtually. But the upside to holding the event online is that it could then accommodate a larger number of participants. The targeted marketing campaign increased awareness of The POWW Conference and encouraged Black professionals around the country to participate. Now, because of the wider reach, The ELC has decided to make the conference permanently virtual so it can reach and inspire Black women professionals all over the nation.