The Opportunity

Bay Path University retained Belfort Group (BG) to raise awareness and boost attendance for its annual Women’s Leadership Conference (WLC) in 2014, 2015, and 2016. BG’s goal was to capture the spirit of the conference through live social media posting, engaging promotional content, and strategic media outreach. The university aimed to attract more attendees, thereby elevating the conference’s reputation as a premier event for women leaders.

The Strategy

To achieve these goals, BG prioritized promoting keynote speakers through social media and securing coverage in regional and national media outlets. BG’s creative team developed a compelling promotional video. This video was then utilized in a paid social media campaign to drive awareness and increase event attendance.

The Result

BG’s strategic efforts produced significant results:

• 2016: Social media referral traffic to the WLC website increased by 272% since our engagement began, compared to the previous four months. Facebook referrals surged by 420%, while Twitter referrals increased by 200%.
• 2015: In March, the Conference’s Facebook and Twitter accounts generated 1,900 interactions from 952 unique users. These interactions had a potential reach of 4.6 million.
• 2014: BG secured 34 media placements, totaling 64,734,284 impressions, including an exclusive interview with Barbara Walters in the Boston Globe.

These results show BG successfully boosted awareness and engagement for the Women’s Leadership Conference through strategic promotions.