Mass Black Expo 2024
A new site, 864 graphics and a five month campaign for BECMA's flagship expo, with every channel measured.
- Client
- Mass Black Expo, produced by BECMA
- My role
- Campaign and marketing direction
- Year
- 2024
- Scope
- Website, creative, email, social, reporting
Cover of the Mass Black Expo analytics report
Results
14,338
site visitors to a website that did not exist in March
864+
graphics produced in ten weeks
$0.49
cost per ad click
41
campaign emails sent
The challenge
The expo needed a website, a full creative system and a keynote and panel announcement calendar built inside one season.
The approach
I directed the integrated campaign: the new site as the hub, a graphics system that could produce announcements at speed, and an email cadence that carried speakers, panels and ticket deadlines.
Every channel reported into one analytics review so spend and creative could be adjusted while the campaign was still running.
Read it honestly
The expo sold out with no paid amplification behind the organic program. Paid ads were used narrowly, which is where the $0.49 cost per click came from.
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