Global Conference: Marketing Communications

  • Create draft content for the Executive Director, conference committee, and Board of Directors to use to promote the conference. Content will be reviewed and edited by the Executive Director to ensure consistency with organizational brand/voice, as well as best practices (see below). Content should be relevant to all CSEA audiences (MBA, Specialty Masters, employers) unless otherwise noted. Information will be created by the committee at the beginning of the planning process and distributed by the Executive Director as needed/applicable based on other organizational content schedules. Deliverables should include, but aren't limited to:
    • Text for the main landing page of the conference web site:  2 - 3 paragraphs that includes high-level reasons people should attend the conference. The conference theme should be incorporated into the message. 
    • Email to announce registration is open: build up on the web site landing page text to include additional information to help members and non-members make a case to attend. 
    • Additional promotional text that can be used in other email promotions, such as short bulleted phrases, testimonials from committee members and past conference attendees (see the ED for previous event evaluations).
    • Content specific to non-member employers that directly speaks to the benefit in their participation. Content should be separated into local vs. non-local employers, and ideally will be developed by an employer member of the marketing committee. 
    • Note: the programming-related content is created by the speakers and will be added to emails by the Executive Director as it becomes available. 
  • Create images and text for a social media campaign that will be distributed through the organization's channels by the ED, as well as through individual member channels by the conference committee. The ED will add calendar invites to the committee and board member calendars with some of the key messages to make it easier for them to distribute the message through their channels. The committee utilizes Canva or another tool to create images in jpg or png format and brief text to include along with the text. Social media promotions may include, but aren't limited to:
    • Quotes from committee members and past conference attendees about their experience
    • Pictures, videos and other information to promote the local area
    • Note: The ED and Executive Assistant create individual images for each breakout session that highlight the speakers. 
  • Track distribution of marketing materials through a real-time sheet that the ED will create in Smartsheet. 
  • Email content best practices that will maximize impact include:
    • Proofread the draft before submitting to the ED.
    • Use bullet points to separate thoughts or pieces of the email.
    • Use a casual voice. Think about the verbiage that would be most impactful to you and your colleagues.
    • Make the subject lines short and informative, focusing on the essence of the email and the call to action.
    • Include no more than two topics in the same email (e.g. keynote and plenary sessions, breakout session highlights, one or two networking activities, etc.)
    • Ensure content is as succinct as possible. As a general rule, emails should be no longer than 200 words total, with paragraphs of no more than 2 - 3 sentences each.
    • Include pictures whenever possible. The ED can provide pictures from previous conferences. .