When IAIP moved its conference to a virtual format, the association went beyond the basics to increase engagement and net profit.
Our team immediately shifted into high gear to drive the vision, structure, format, and creative elements. The resulting event:
- Made it easy to participate: We used a single technology platform, providing one login link per day so that attendees could come and go as schedule and interests allowed. A mix of live and pre-recorded sessions allowed us to reduce technical challenges.
- Created options that drove engagement: Presenters were encouraged to ask questions and invite comments, even in the recordings. In fact, one of the benefits of pre-recording sessions was the presenter’s ability to engage with attendees quickly in the Chat. Sponsor spotlights delivered ROI to our sponsors, allowing them to share a brief overview and engage with attendees through a drawing – the entries for which provided lead generation information.
- Provided a varied virtual experience: Over three days, attendees experienced education sessions featuring presentations; a live town hall meeting with the entire board of directors on stage; and an awards celebration that felt much like watching the Oscars at home: first, a screenshare featured award nominees, then switched to the presenter and winner on screen together.
- Kept costs low for the attendees and the association: At first, the association assumed the virtual event would be provided at no charge. However, as the education and engagement content expanded, we recognized the value of the event could support a nominal fee, and registrants agreed.
4% increase in registrations. On-demand content sales continue
6,000 chat engagements
Retained all sponsors
Record-breaking net profit for IAIP