Mass Black Expo
A sold out Expo, measured channel by channel.
Executive summary
From campaign execution to measurable business outcomes.
I led the integrated marketing campaign for Mass Black Expo 2026 as Director of Marketing at BECMA. General admission sold out four days early, and the reporting afterward set up a more accountable approach for future campaigns.
Cover: Tahisha Charles at Mass Black Expo 2026 at the Omni Boston Hotel at the Seaport. Photography by Bobby Shakes.
At a glance
The results
733,575
times BECMA posts were seen during the campaign, up 52%
Oct 2
general admission sold out, four days before the event
8.93%
of views on Expo LinkedIn posts led to an action, against a 5.2% industry average
47%
of survey respondents were first time attendees
The Challenge
Eight weeks to fill a flagship event.
- Eight weeks to sell. Public registration opened August 10 for an October 6 event.
- Restricted ads. Meta limited delivery mid-campaign in connection with the word "Black" in BECMA and Expo branding.
- Late decisions. 72% of pre-event sign-ups landed in the final four weeks, so the campaign had to peak at the end.
The Playbook
One job for every channel.
- Owned end to end: strategy, email, social media, two websites, paid media, and reporting to the president and board.
- Email drove urgency around real moments: the keynote reveal, the early bird deadline, the VIP experience, and the sold-out notice. The sold-out email drew a 5.02% click rate.
- LinkedIn reached decision makers with speaker, panelist, and exhibitor spotlights. 8.93% of views led to an action, against a 5.2% industry average.
- Instagram carried reach with event video and stories. Video views rose from about 175 to 14,855.
- A premium ticket gave the campaign a second story with the John Hope Bryant VIP experience.
Next case study
Mass Black Expo 2024An integrated five month campaign for BECMA's flagship expo, coordinating a new website, email marketing, event announcements, and digital promotion, with every channel measured.