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Promoting a Nationally Recognized Women’s Leadership Conference Through Integrated Media

The Opportunity

Bay Path retained Belfort Group (BG) to raise awareness and boost attendance of the annual Bay Path Women’s Leadership Conference in 2014, 2015 and 2016. BG aimed to capture the spirit of the conference through live social media posting.

The Strategy

BG developed talking points and promoted the appearance of keynote speakers through social media plus regional and national placements. We created a media list of key targets, developed publishing calendars promoting the event, and live tweeted during the event to create buzz.

The Result

In 2016, social media referral traffic to the WLC website increased by 272 percent from the start of our engagement compared to the four previous months. Facebook referrals increased 420 percent, and Twitter referrals increased 200 percent. In 2015, the Conference Facebook and Twitter generated 1,900 interactions by 952 unique users during the month of March with a potential reach of 4.6 million. In 2014, BG secured 34 media placements resulting in 64,734,284 impressions, including an exclusive interview with Barbara Walters in the Boston Globe.