BPA 2021 National Conference
For 35 years, the Building Performance Association (BPA) has hosted a national conference to bring together professionals in the home performance industry. It’s no surprise their 2020 and 2021 conferences looked much different than years past. Their team was tasked with bringing the engaging, in-person conference experience to life online for thousands of attendees.
BPA has the education and connection opportunities down with 100+ sessions every year many ways for attendees to engage with each other. Our team was ready to support their great content with strategy and creative.
2020 was a bit of a speed test as we supported the transition to a virtual conference in just about one month. But, as it was time to plan for the 2021 conference, we had more time to develop an ongoing strategy and engage potential attendees.
Where We Began
Last year, we launched events.building-performance.org, a microsite to house the details for all BPA events. This is the place we direct all traffic and house all details for the national conference. Building off our design from last year, we added new pages to keep BPA’s audience engaged.
Creative Concepts and Overall Strategy
Who doesn’t love a four-page strategy document? Well, we might be a little nerdy when it comes to the details. Working with the BPA team, we developed a full event strategy, focused on keeping their audiences engaged, enhancing sponsor relationships and marketing this conference as an event the industry can’t miss. See the strategy in action below!
Stopping the Scroll
Video and animations were our top tools for stopping the scroll on social media and grabbing attention in our emails. We developed top-level highlight videos, conference benefit compilations, quick animations, clips for attendees only and more!
A Direct Line to the Industry
BPA’s email list, made up of 20,000+ members of their industry, is our best friend. The conference stayed top of mind with their audience through inclusion in the weekly eNews, plus conference-specific emails shared regularly. With audience insights in play, we sent the right message to the right group to enhance engagement.
Twitter, Instagram, Facebook, LinkedIn, you name it! We keep BPA active across their social media channels, and conference content found its way into their feed regularly. We shared graphics, blog posts, videos and stories to get the word out. And, in March (the month before the conference), our reach on every channel nearly doubled.
Who Doesn’t Love Snail Mail?
For one more touchpoint, we sent out a mailer to members of the BPA network who hadn’t yet registered for the event.