Microsoft needed a campaign to drive demand generation for the Microsoft Management Summit in 2012 and 2013. MMS was a technical conference aimed at increasing attendees’ technical expertise. To drive registrations, we built a cohesive campaign strategy, a comprehensive style guide, and creative assets to support both demand generation efforts and on-site creative needs. We also delivered a deployment calendar and campaign implementation for a comprehensive list of marketing tactics, and targeted tactics on informational resources frequented by developers and IT professionals – like TechNet and other Microsoft properties. The creative assets produced were pivotal in campaign performance, and feedback from attendees and stakeholders was overwhelmingly positive.
Initial analysis estimated registration goals to be around 5,050 attendees
The actual number of registered attendees totaled over 5,200
Our marketing & creative efforts drove total registrations of over 103% with 5,200 attendees