Event communication – Citrix Solutions Conference 2007
Joined-up event communications: As lead agency for the Scandinavian Citrix Solutions Conference 2007, Publicare designed an integrated communications campaign and coordinated execution with local event agencies.
The customer:
Citrix Systems Nordics
The task:
Development of and collaboration on event content at European level; design, management and execution of harmonized event communications for the Citrix Solutions Conference 2007 in Oslo, Stockholm and Copenhagen; including registration management, and coordination with local event agencies.
The solution:
Publicare designed end-to-end event communications with a consistent look and feel. On the basis of Citrix’ corporate positioning and sales goals, Publicare developed content, themes, key messaging, lead visuals and artwork. These were then used to create the baseline campaign, providing the foundation for all localized assets in the various national languages. This campaign comprised e-mails, a microsite, print invitations, as well as banners for channel partners and online promotions. A multi-step approach ensured that non-responders to the initial invitation were targeted again via modified campaigns. All stages of the automated, closed-loop registration process were developed for event-driven or scheduled execution - from confirmation of registration (including a cancellation option), to confirmation of cancellation, and pre-event reminder e mails. With Publicare handling end-to-end communications, the event management agencies were able to concentrate on organizing and running their conferences on the ground.
The technology:
The entire electronic event communications process was managed using the emarsys xpress e-mail marketing platform. Online forms powered by this software were integrated into the event microsite. Registration details were stored and managed in a single database.
The benefits:
This joined-up approach to event communications ensured the Citrix campaigns were extremely effective and efficient. The harmonized artwork, copy, and visual vocabulary created a consistent event image. And the rock-solid baseline campaign significantly reduced development costs in the various national markets. Recipient-response tracking enabled the execution of multi-step campaigns, without sending duplicate information to people who had already registered. Visibility into registration numbers enabled communications to be stepped up or down in line with the latest figures. Systematic follow-up, plus the cancellation options included in every e-mail significantly reduced the number of no-shows for these traditionally very popular events.
The services:
Expert advice, creation of copy, visuals and artwork; concept development, design and production of all components in the various print and e-mail invitation campaigns, reminders and confirmations. Design of the invitation Website, end-to-end management of all related communications, coordination of local event agencies, and regular reporting to Citrix.
