The 2015 Annual Meeting of the Licensing Executives Society (USA & Canada), Inc. (LES), was the organization’s first annual meeting to be managed and marketed by the AH team, therefore, it was crucial to make a good impression.
Leading up to the event, the Red Chair Communications (RCC) team promoted the meeting utilizing an integrated marketing and communications approach. This included a combination of email marketing, social media, direct mail, video, a phone campaign, media relations, and utilizing partners to help increase awareness about the event. The first step was to determine the various audiences and to tailor the messaging so that it would be specific for each segmented group: what would first-time attendees need to know about the event? How could professionals interested in life sciences benefit? Which sessions would attract the more seasoned members?
The RCC team worked with the program planning committee to answer these questions and highlight the sessions and special events within the meeting that would pique the interest of each segmented group of professionals within the licensing community.
Customizing the messaging showed prospective attendees that there would be something for everyone at the event, regardless of career level and industry—it was the event for all professionals involved in licensing.
Registration Performance
As a result of these efforts, the meeting brought together more than 1,000 licensing professionals to New York City—the highest number of attendees to date!
