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The Challenge

The Professionals in Human Resource Association, or PIHRA, helps more than 4,000 HR practitioners in Southern California enhance their career through advocacy, education and networking opportunities. Each year, the organization hosts a conference that allows professionals to learn from leading subject-matter experts and build connections within the industry. However, given the substantial size of the local workforce, PIHRA sought to meaningfully increase attendance at the event.

Solution

Spiral Marketing developed a multi-faceted campaign that helped the association dramatically improve its marketing funnel. The agency produced and managed a digital advertising effort that increased the volume of targeted traffic to the event website. It also created a dynamic social media campaign featuring interviews with conference speakers in order to bolster return visits to the site and deepen engagement. The result was a dramatic uptick in registration and attendance, bringing a return of four times the group’s investment.

REGISTRATION EXCEEDED GOALS BY MORE THAN

50%

INCREASE IN SOCIAL MEDIA TRAFFIC

668%

WEB TRAFFIC GREW BY

59%

ROI ACHIEVED

400%

HARNESSING THE POWER OF DIGITAL AND SOCIAL MARKETING

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A winning strategy

Spiral Marketing’s digital campaign complemented PIHRA’s traditional marketing initiatives, which resulted in a “best of both worlds” approach. The online advertising effort helped increase the number of new visitors to the site, while the social media presence and video blogs drove repeat traffic.
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Seamless execution

Spiral handled virtually all aspects of the digital campaign so the association’s staff could focus on their core responsibilities. The agency took a proactive approach to marketing needs, like supplying exhibitors and sponsors with graphics and ready-made verbiage that they could use to help promote the event
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Unprecedented results

The innovative campaign led to a dramatic increase in social media activity and web traffic. The conference Facebook fan page experienced a 137% increase in followers from the year earlier, while the Instagram account followers grew by 234%.

This uptick in social response, along with a surge in organic and paid search traffic, contributed to a 59% increase in web page views over the same period last year.

PIHRA
“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, Professionals In Human Resources Association, PIHRA

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