Mass Black Expo · In-house role
Mass Black Expo 2024
Executive summary
An integrated five month campaign for BECMA's flagship expo, coordinating a new website, email marketing, event announcements, and digital promotion, with every channel measured.
Cover: Cover of the Mass Black Expo analytics report
At a glance
The results
14,338
site visitors to a website that did not exist in March
41
campaign emails sent
$0.49
cost per ad click
864+
supporting graphics produced in ten weeks
The challenge
The challenge
The expo needed a website, a full creative system and a keynote and panel announcement calendar built inside one season.
The approach
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.
Results context
Results context
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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