The primary challenge faced by Soltherm and Frankham in promoting the seminar was raising awareness about the critical need for healthier homes among a diverse audience of industry professionals. With the housing industry undergoing significant legislative and technical changes, there was an urgent need for stakeholders to understand and engage with these developments. Being tasked with marketing the event, we needed a strategic approach to effectively communicate the seminar’s value, ensuring a diverse and knowledgeable attendee base.

We proposed a comprehensive, multi-channel content-driven campaign to promote the seminar. The strategy included targeted email marketing, social media engagement, and LinkedIn advertising to reach industry professionals, including architects, property developers, and safety experts. By creating customised content that resonated with the concerns and challenges faced by the target audience, the campaign positioned the seminar as a must-attend event in the industry calendar.

The content plan encompassed three primary areas:

Email Marketing

A series of four emails were crafted to highlight the seminar’s key themes, remind recipients of registration deadlines, and encourage last-minute sign-ups. The emails were designed with eye-catching subject lines and included actionable links for registration.

Email 1: Highlighting the importance of the seminar
Email 2: Last-call reminders for registration
Email 3: Urgent reminders 48 hours prior to the event
Email 4: A final reminder for registered attendees

Social Media Marketing

Posts and ads on LinkedIn targeted professionals by job title and skills, leveraging paid advertising to increase visibility. This included posts featuring event branding elements, speaker highlights, and testimonials emphasising the seminar’s significance.

Event Branding

High-quality branding materials were developed, including engaging banners, bespoke slides for presentations, and print collateral ensuring consistent branding throughout the event.

Event Review

The seminar was a great success, with 58 attendees participating, surpassing initial expectations. Feedback highlighted the superb organisation and the relevance of venue choice; the Building Centre was noted as an ideal location. Attendees appreciated the caliber of speakers and found value in the diversity of topics covered, from legislative changes to practical frameworks for project implementation.

Campaign Results

The marketing campaign resulted in impressive statistics that reflected its effectiveness:

Investment in Paid Advertising: £238.43
Total Impressions: 178,177
Total Clicks: 49
Cost-per-click (CPC): £4.87

Email marketing delivered results and led to a better understanding among recipients of the event’s value:

Email 1: Open rate of 13.21%, click rate of 0.51%
Email 2: Open rate of 9.79%, click rate of 0.17%
Email 3: Open rate of 9.42%, click rate of 0.12%
Email 4: Targeted reminder with a 12.5% open rate

Post-Event Content Plan

To maintain engagement and capitalise on the success of the seminar, Socially Grown planned a post-event content strategy that included:

Client Feedback

Feedback from both Soltherm and Frankham representatives reflected satisfaction with the campaign:

“It was great. Well organised. Soltherm put a lot of time into organising this event. It was a very unique place to come to the Building Center, ideal location, and a good audience of people.”

“Today brought a great sense of consciousness between professionals in the sector and people from different types of companies. So I think that things like this should happen more often, because this is the way that people are going to become more and more conscious and make more change.”