ASU GSV Summit
The ASU GSV Summit is the leading conference in Edtech innovation. With a focus on education, workforce, and emerging technologies, the event attracts leaders who are looking to change the world for good. Over 5,000 people attend the live event in San Diego, California, and it's streamed internationally across the world. The conference attendees are comprised of Chief Executives Officers, Government Officials, Entrepreneurs, Investors, and Educators. Notable past speakers for the ASU GSV Summit include Bill Gates, Barack Obama, John Legend, Priscilla Chan, and Matthew McConaughey.
Scope of Project
In January of 2020, GSV brought me on as a consultant to increase paid attendance and revenue for the Summit held from March 30 - April 1, 2020. Due to world events, the live event moved to 2021, and the 2020 event went virtual from September 29 - October 8. In 2020, I helped GSV market the live event before it was postponed during a global crisis. The main KPI for this project was measured registered conversions through Paid Media.
With two months away from the event, GSV had limited time to drive the attendance and revenue. The best solution that I saw with the short timeline was to increase registrations through paid media, leveraging various platforms and advertising inventory. To start the campaign off, I developed and managed outbound paid social campaigns with keyword and demographic ad targeting. Any traffic from these outbound ads was tracked and retargeted with display, native, and social media ads. On top of that, I also expanded the reach with lookalike audiences.
Unique Site Visitors
In March of 2020, the campaign was cut short due to world events, and the conference was postponed to 2021. Nevertheless, the campaign was still able to drive revenue and paid registrations for the 2021 event. At $3,200 a ticket, the campaign generated 244 signups yielding $781,715 in revenue.