The purpose of creating a series of online event spaces was to explore current conversations around fuels and lubricants and demonstrate their expertise and collaborative approach.
Virtual events still have a strong foothold in the maritime industry following the mass adoption of online event platforms during the global pandemic. As such, in addition to attending and speaking at in-person events, our client wished to gather existing and potential new customers in an online space. The purpose of creating a series of online event spaces was to explore current conversations around fuels and lubricants and demonstrate their expertise and collaborative approach.
Therefore, the brief for this campaign was to create the narrative and agenda for a series of online webinars inclusive of securing an expert industry moderator and hosting the webinar.
Our Approach:
Wake Media initially worked with the client to define the aims for the webinars, in order to create themes and an agenda structure. A name was chosen for the series and three separate webinars were planned to take place over a twelve month period.
The next step for the Wake Media communications team was to host a content development workshop with the client’s representatives, accompanied by the technical journalist who would be the expert moderator for the webinar series.
After the workshop, a bespoke agenda was crafted by Wake Media and the client’s representatives, designed to focus on key topics corresponding to marine fuels and lubricants. Topics included the future fuel mix, biofuels and marine engine lubrication, and the Wake Media team proceeded to acquire expert speakers that would provide the expertise required.
By working closely with the client’s sales and marketing team, the Wake Media team was also able to take on the task of presentation development.
Management of the webinar platform was handled by the Wake Media team, who set up the platform with the correct branded materials and installed the required automation for registering attendees. For each of the webinars, a member of the Wake Media team managed all processes from the back end of the online platform to ensure the smooth running of the event.
Communicating the webinar and attracting registrations was executed through promotional campaigns on LinkedIn, both paid and unpaid. This was supported by promotions across various advertising channels, including online display advertising via trade media channels and a programmatic online display campaign.
Impact:
The successful organisation of the client’s webinar series was reflected in the high number of registrations which subsequently converted into an increased number of attendees for each individual webinar. For example, the first webinar attracted 214 registrations which yielded 131 attendees joining the live event. This represents an attendance conversion rate of 61.2%.