Case Study: TEDxCoventry

Images from Denissa Dimitrova, Livy Dukes and Toyin Dawudu

As you may know I'm not just a pretty face who takes photos of other pretty faces, I have had a career in marketing for over a decade and one of the roles I had on the side of that career, was helping out a little organisation called TED, or rather one of their local events TEDX Coventry with the marketing.

Challenge

TEDX Coventry needed a marketing lead to help with promoting the event to potential audiences, selling the tickets to the event, creating promotional assets, guiding the web presence and guiding the event coverage.

Approach

While I was the marketing lead, I did have a small team to help facilitate my plan which I developed once I knew the aims for the event and previous results.

As the amount of tickets that needed to be sold was low in comparison to the lead time when I was brought on, I opted to save the budget for if there needed to be a final push for sales and concentrated on an organic approach.

This meant creating regular posts across the TEDX Coventry Facebook, Twitter and LinkedIn with call to actions in the months leading up to the event, along with regular newsletter updates, and blog posts. This approach meant that those interested in the event and the talks were getting regular updates. We also utilised a key part of the event, the speakers, to generate interest from their networks. This all worked beautifully together with ensuring the website was populated with the correct information and the ticket sales were working as they should.

During the event, while it was already a success being sold out, we also ensured that those who couldn't attend were able to see what they were missing out on. We utilised the TEDX Coventry social media channels showcasing clips and quick edits of the photographs taken by the photography team so that those online were getting a unique perspective.