Working from the ground up.
Municipal Works Australia (MWA) is a not-for-profit association founded over 80 years ago that supports the people and companies in the municipal works industry. MWA’s annual national conference provides an inspiring setting for attendees to build their networks, share knowledge, listen to keynote speakers, and hear about the latest innovations in the pipeline. The MWA team wanted this conference to be the biggest yet – so PIER helped take things up a notch.
Who for
Municipal Works Australia
What we did
Campaign strategy
Advertising artwork
Online advertising Organic social media
Website updates
Electronic direct mail (eDM)
Industry sector
As always, we started with a plan – we took time to craft a campaign strategy, ensuring the marketing activity captured attention and sparked action. The campaign strategy outlined an objective (to sell 200 conference tickets), ticket packages, target audience, key messages, promotional channels, and tactics. Then we set the wheels in motion and executed the plan.
We needed to target people in a particular industry with specific job titles, so we identified LinkedIn InMail as a key tactic to raise conference awareness and drive traffic to the website. In addition to InMail advertising, we supported the MWA team and conference speakers to post on their personal LinkedIn profiles in the lead up to reach their personal network connections and spread the word.
MWA had an existing database of 1,000 engaged users and it was imperative we used this to its full potential. We set out an eDM schedule to build conference anticipation and create a sense of ‘I can’t miss this conference’ in recipients. Over a period of four weeks, we executed three eDM sends outlining major program attractions and encouraging ticket purchases.
The outcome
The conference page attracted 36 per cent of all website users across a four-week period who spent, on average, a whopping five minutes on the page! LinkedIn InMail returned an astonishing 55 per cent click-through-rate, smashing the benchmark of 30 per cent, while all eDM sends resulted in an open rate over 30 per cent, well above the benchmark of 21 per cent. The 2022 conference drew 442 attendees through the doors. The biggest yet? Tick.
“PIER did a fantastic job of elevating our marketing activity and spreading conference awareness. We are absolutely thrilled with the outcome that PIER helped us achieve and the team were always a pleasure to deal with.”
– Peter Ali, CEO at Municipal Works Australia
