NPACE

The Challenge

In a highly regulated industry, NPACE needed to reshape how they would achieve their mission as the COVID-19 pandemic shut down their primary method of accreditation delivery, in-person conferences. Prior to partnering with PlumDIBs, the organization used one-size-fits-all marketing materials for all audiences, which were already familiar with their conferences. However NPACE audiences are diverse, and those materials weren’t driving new program participation. When the pandemic struck, it all came to a halt. Cashflow ceased.

The Solution

PlumDIBs rapidly created a plan for transitioning to virtual. In targeting the audience most likely to embrace the changes, we developed unique messaging, channels, and content types that resonated best with the insights attained from each audience type. We created content for social ads, website experiences, free social engagement and virtual-live events. The ads were targeted using personas to filter by industry, geography, role, age, gender, and income level.

The Results

Through new messaging and creative elements that connected deeply with key audiences, PlumDIBs’ demand generation strategy helped NPACE reach more than 32.3K prospects in target audiences and regions, garnering more than 140.8K impressions. The content PlumDIBs developed was viewed nearly 9K times, at the cost of $0.17 per view. NPACE set a new record in conference participation, with 704 ticket sales, nearly doubling the previous single-day’s high mark.

704

attendees