Second-Largest US-Based HR Association

Strategic, Targeted Digital Event Campaigning: How Spiral Marketing Surpassed This HR Association’s Event Registration Goal by 50%

The Professionals in Human Resource Association (PIHRA) aims to help HR practitioners in Southern California enhance their careers through advocacy, education, and networking opportunities. Headquartered in Gardena, California, PIHRA currently has seventeen professional chapters and nine student chapters, and their annual conference provides an opportunity for professionals to build industry connections, as well as to learn from subject matter experts. Given the substantial size and tremendous opportunity of the local workforce, PIHRA sought to meaningfully increase event attendance.

Problem Summary

  • PIHRA sought to increase paid registration to their annual conference.


In order to increase attendance at the annual PIHRA conference, increased exposure was necessary. Spiral Marketing developed a multifaceted membership promotion and event campaign in order to improve the organization’s marketing funnel, reach, and subsequent exposure. Through digital advertising, social media efforts, videography, and design guidance, Spiral Marketing dramatically increased the volume of targeted traffic to the event website. Social media featured dynamic, engaging content, such as interviews with speakers for the upcoming conference, which promoted repeat traffic. These efforts were done in conjunction with PIHRA’s traditional marketing initiatives, giving the client a “best of both worlds” approach. To allow PIHRA’s staff time to focus on their responsibilities, Spiral Marketing handled nearly all aspects of this digital campaign. This included proactive efforts, such as providing exhibitors and sponsors with graphics and ready-made verbiage to help promote the event.

Solution Summary

  • Implemented a multifaceted event promotion campaign, including digital advertising, social media posts, videography, design guidance, and creative direction
  • Ensured the digital campaign worked in conjunction with the association’s traditional marketing efforts
  • Handled nearly every aspect of the campaign, freeing up PIHRA staff members to focus on their responsibilities

The Results

The strategic plan to increase registration at the PIHRA convention was an unmitigated success. The multifaceted campaign resulted in a 668% increase in social media traffic and an 896% monthly increase in organic traffic. Due to the increased exposure, not only did PIHRA exceed their stated registration goal by over 50%, but they saw a 400% return on investment (ROI) for the efforts.

“Thank you for helping us have a successful conference. You and your colleagues were instrumental in helping us exceed our conference goals.”

Rafael Rivera, CMP, MBA, CAE, SPHR, SHRM-SCP Executive Director, PIHRA