The Association of British Professional Conference Organisers (ABPCO) facilitates, advises, mentors and offers guidance to members looking to deliver professional events. Their mission is to develop and enhance the professional status of conference and event organisers whilst giving recognition to those members as leading representatives of the industry.
Soaring Worldwide’s campaign is aimed at broadening their communication and raising their profile amongst different key sectors whilst providing further access for information on the organisation.
ABPCO had a good reputation before becoming a client of ours but our aim was to broaden their communications to be more than the single story organisation they were at risk of becoming. Our work ensured that they would impact upon different sectors using key tools such as a broader range of PR, social media, videos and newsletters. Social media, video content and content writing also continued to position ABPCO as the leading body representing conference and events organisers.
ABPCO was making changes to its business model, including the membership balance so strategic consultancy on how to communicate this was key to success in the eyes of our client.
Finally, the newsletter format previously used by ABPCO was in need of attention, but most importantly provided no way of measuring reach and engagement with the associations database of industry professionals. The creation of a bespoke newsletter layout, editable by the ABPCO team on our email marketing platform has allowed the newsletter to evolve through accurate reporting and feedback.
Press & Media Relations
The ongoing management of ABPCO’s communications led to the following success between September 2013 and August 2014:
- £¼ million PR value attributable to Soaring Worldwide’s work.
- ROI figures reach well beyond 2,000%.
- 45 niche publications read by their target audience covered ABPCO stories
- Video views on YouTube quadrupled.
Soaring Worldwide have knowledge and are at the forefront of our industry so they had a clear understanding of our objectives. Their work has shown significant progress in getting our message to key sectors and rapidly improved our methods of communication within the events industry as a whole. They have been able to establish our firm foundations in social media and their work with video content and on our newsletters has taken us to the next level as an organisation.Jennifer Jenkins