Convening Corporate Leaders with the National Association of Corporate Directors

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The National Association of Corporate Directors (NACD) enlisted Environics to develop and execute an influencer marketing campaign designed to increase attendance to the annual Global Board Leaders’ Summit by 20 percent, from 800 attendees to 1000.

CHALLENGE

Already a leader in educating and convening high-profile board leaders, NACD sought to leverage its wide network of corporate directors to reach more first time attendees, increase attendance, and also grow Summit’s diversity.

SOLUTION

To meet these objectives, Environics developed a plan to leverage key influencers in videos and articles to secure repeat attendees, broaden the reach of NACD among potential first time attendees, and highlight the overall value of attending Summit. Environics developed a content marketing strategy to leverage influential figures and distribute these videos across NACD’s website as well as LinkedIn, Twitter and Facebook, driving attendees to register for the Summit.

Environics used the following tactics to promote the NACD Summit and increase the number of attendees:

  • Conducted digital audits (web and social properties) to identify key groups of influencers;

  • Created four promotional Summit videos;

  • Created a content marketing strategy and editorial calendar for article and video distribution;

  • Distributed custom outreach to influencers requesting collaboration prior to event;

  • Interviewed influencers to gain background for articles;

  • Wrote and distributed articles for five influencers; and

  • Created social media copy to promote videos and influencer articles on LinkedIn, Twitter and Facebook.

RESULTS

As a result of Environics’ influencer marketing campaign nearly every influencer contacted agreed collaborate on the campaign - at no financial cost to the client.

To date, Environics has created four videos, written five articles, influencer email outreach copy, and dozens of social media posts on behalf of select influencers and promoted their video and article content on targeted social media channels. NACD can repurpose all of this content as future promotional content again and again.

Environics reached NACD’s target 20 percent increase as early as August, two months before the October 2017 event, leading up to what will be the largest number of attendees in NACD’s history.

Lisa RothwellComment