The Power of a Paid Digital Strategy
2021 UIC Urban Forum nearly doubles attendance through the use of paid digital tactics
The University of Illinois at Chicago (UIC) Urban Forum has evolved over the years. JT began its work with UIC on this annual event in 2005, when it was called the UIC Richard J. Daley Urban Forum.
Like many organizations navigating the pandemic, the Forum evolved to a virtual format – where the program took on the difficult issue of closing the wealth gap. Promoting this virtual event required a creative digital marketing strategy to drive interest and, ultimately, boost attendance.
Smart digital marketing tactics are important to any campaign or event no matter the circumstances, but especially during a pandemic that has kept everyone at home and away from gathering in person. In years past, we focused our paid social media strategy on Chicago residents with the intended result of getting local attendees to gather at typical conference venues. This year, we had the unique opportunity to invite interested parties from across the country.
Through search engine marketing and paid social media, our team was able to target other large cities that are dealing with the issue of a growing wealth gap, such as New York City, Los Angeles, Detroit and Atlanta. The targeted ad campaign consisted of running informational ads focusing on the details of the event on Facebook, Twitter and Google.
Throughout the course of this targeted advertising, in combination with organic posts to promote specific event details and topics, we were able to reach over 546,000 people throughout the month-long campaign, and more than 800 registered, compared to an average of 450 in-person attendees in previous years.
Once attendees signed up for the Urban Forum, we ensured that they would have a seamless experience like they would in-person. While we couldn’t gather and network in-person, the three-hour session included in-depth panels on closing the wealth gap, as well as keynote addresses by author Heather McGhee and Chicago Mayor Lori Lightfoot. Attendees could view all sessions seamlessly, as well as participate in audience Q & A with the panelists.
The 2021 Urban Forum demonstrated that when paid digital advertising is used strategically – it can expand access to events and bring new voices into important conversations. Going forward, organizations should consider how they can utilize digital advertising and virtual events to reach broader audiences and have a greater impact.
If you missed the 2021 Urban Forum on closing the wealth gap, you can still view the event virtually.
DIGITAL STRATEGIES
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