MARKETING SUMMARY LEARNEVENTS.COM. Media supporters: Certified by: Conference media supporter: In association with: learning design live sponsor:
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1 MARKETING SUMMARY In association with: Supported by: Conference media supporter: learning design live sponsor: Certified by: Media supporters: british institute LEARNEVENTS.COM
2 Introduction This document outlines the marketing and PR campaign that has taken place preceding the World of Learning Conference & Exhibition I will make every effort to visit you on your stand to find out if you have any questions or suggestions for next year s event. If I do not speak to you directly, please feel free to contact me on the details below. Your Marketing Contact If you have any queries about information in this summary or about any other marketing issues contact: Nene Udofot Senior Marketing Executive Venture Marketing Group Limited 2nd Floor, 2-4 St Georges Road, London, SW19 4DP T: +44 (0) , E: nene.udofot@vmgl.com New branding This year, the look of the World of Learning branding was updated to give it more modern and professional feel. The design connects the various elements of the event, and represents the industry network of L&D professionals that the event attracts.
3 29 & 30 September 2015 New conference: Learning Design Live This year, we launched a new conference specifically for anyone involved in learning tech design. With seminars focused on learning design areas such as diagnostic assessment, branching scnearios, action mapping and gamifying content. Instructional designers and e-learning specialists were targeted through a dedicated LinkedIn campaign and via the promotion of media partners, including the elearning Network (eln) who are the conference sponsor. Press Advertising Advertisements for the World of Learning Conference & Exhibition have appeared in key press including: HR magazine Training Journal HR Director People Management
4 Conference Programmes & Tickets 29 & 30 September 2015 A4 conference programmes and A5 tickets were printed to promote the conference and all the features and highlights of what is happening at the show. Over 20,000 relevant contacts on VMG s learning and development database were mailed these programmes and tickets to encourage them to register for the event. A number of associations distributed the programmes and tickets to their members by mail, at industry events and through meetings including the British Institute of Learning & Development (BILD), Training Foundation and the Association for Learning Technology (ALT). Speakers and exhibitors were also sent tickets and programmes in the post and via in order to promote the event to their contacts, colleagues and clients. Inserts Visitor tickets and conference programmes were inserted into the following publications for the World of Learning Conference & Exhibition: People Management HR magazine Training Journal HR Director
5 VIPs A select number of senior L&D professionals were invited to visit as VIPs. This entitles them to a number of benefits including: 25 worth of John Lewis vouchers for the first 50 VIPs onsite Entry to the VIP lounge Free parking pass Invitation to an exclusive drinks reception Fast-track entry VIP invitations were sent to key senior contacts from the VMG learning and development database both by post and . Exhibitors were also given the opportunity to nominate senior contacts and clients to register as VIPs. VIP status is determined by job title and company to ensure only senior L&D decision-making buyers qualify, and invitations were non-transferable, thereby guaranteeing a high level audience.
6 Website: 29 & 30 September 2015 Since its launch in 2014, the World of Learning blog has increased visitor traffic to the website and ensured that is a hub of activity all year round. The blog is managed by a dedicated digital marketing expert who helped to generate content that was current and of interest to the L&D professional. This year, the World of Learning blog has help to double overall traffic to the site, which includes 70% new site users. The World of Learning blog has to date published 103 articles from speakers, exhibitors and industry figures and has proved a popular source of news and opinion throughout the campaign. In addition the website hosts: Full details of the event s features and highlights The list of exhibitors Exhibitors special offers and product launches in the run up to the show Access to the online directory of L&D suppliers The conference programme The free seminar programme Event registration form Videos from speakers, exhibitors and partners To find out about advertising and other ways of promoting yourself on contact: Andrew Gee Senior Project Manager, Venture Marketing Group Limited 2nd Floor, 2-4 St Georges Road, London, SW19 4DP T: +44 (0) , E: andrew.gee@vmgl.com
7 LearnMail e-newsletter 29 & 30 September 2015 LearnMail the free opt-in e-newsletter was used to broadcast event and industry news to over 9,500 subscribers at regular intervals throughout the course of the campaign. Regular reminders were sent out for conference early booking discounts, announcements of seminar and conference programmes, and details of news, features, exhibitors and special offers at the show. The latest blog articles were also promoted via LearnMail to encourage further interaction with the site. All LearnMails encourage readers to book the conference and/or pre-register for the exhibition.
8 Online Marketing 29 & 30 September 2015 Advertisements, events listings and editorial for the World of Learning Conference & Exhibition have appeared on various websites including:
9 Social Media The World of Learning Conference & Exhibition has its own dedicated LinkedIn group with over 1,350 members, which gives updates about what s going on at the event, news, press releases and discussions. It also allows members to add relevant articles, comments and links on all aspects of learning and development, and invite other members to join the group. Links to the group were added to the World of Learning website and in LearnMails.
10 Social Media (cont d) The World of Learning Conference & Exhibition has its own very active Twitter group, with regular tweets about what s going on at the event with links to industry news, press releases and show features. It follows industry influencers and encourages discussion and show mentions through the use of the event hashtag #WOL15. Media partners are encouraged to re-tweet show tweets and a live twitter feed is streamed on learnevents.com. The #WOL15 feed will be shown live at the World of Learning Conference 2015 and visitors are encouraged to comment/ask questions in real time about the show. To date the hashtag #WOL15 has been tweeted 463 times and counting! Join us on Linkedin at: The World of Learning Conference and Exhibition Follow us on Tweet about us using: #WOL15
11 Marketing Dedicated bespoke s were sent to databases of L&D and HR professionals including: The World of Learning previous visitors and learning & development prospects LearnMail e-newsletter British Institute for Learning & Development Personnel Today elearning Network HR Director People Management HR Magazine Training Zone Advertorials, banners, buttons and events listings were included in newsletters sent to databases of L&D and HR professionals including: TrainingZone.co.uk Training Journal elearning Network Human Resources (HR) magazine Personnel Today HR Director
12 The World of Learning digital campaign also used contextual advertising, a form of targeted advertising served by an automated system. The advertisements target visitors to the event website and appear on a multitude of sites to encourage the visitor to register for the event. Examples of contextual advertising are below: Contextual advertising All potential visitors are encouraged to pre-register for the World of Learning in advance of the event. These contacts are then kept up-to-date with regular show information and news, reminding them of the highlights of the event, and encouraging them to convert from a registration to an onsite visitor. This is done in a number of ways: Regular shots Registration conversion Pre-registered contacts are sent regular s highlighting key features within the show and ways in which they can plan their visit and maximise their time at the event. Telemarketing Our dedicated telemarketing team call each pre-registered visitor in advance of the show, encouraging them to pre-book seminars and upgrade to attend the conference.
13 Examples of Advertising Human Resources Magazine June & September
14 Examples of Advertising (cont d) Training Journal (June September) and People Management (September)
15 29 & 30 September 2015 Examples of Press Coverage Training Journal September 2015 World of Learning preview Reward Magazine September 2015 World of Learning editorial
16 Learning Magazine Learning Magazine - September 2015 Learning Magazine was sent pre-show to Learning Magazine subscribers and pre-registered visitors, and contains a comprehensive show preview and independent articles on L&D.
17 Examples of Coverage HR Magazine & People Management September 2015
18 Examples of Coverage (cont d) Training Foundation Newsletter June 2015 Training Zone August 2015
19 Examples of Coverage (cont d) Training Press Releases July 2015
20 Examples of Coverage (cont d) Personnel Today September 2015
21 Examples of Online Coverage June & July 2015
22 Examples Online Coverage (cont d) August 2015
23 Examples Online Coverage (cont d) July 2015
24 Examples Online Coverage (cont d) July 2015
25 Examples Online Coverage (cont d) June 2015
26 Examples Online Coverage (cont d) September 2015
27 Examples Online Coverage (cont d) September September 2015
28 PR campaign/press coverage Clareville Communications have been responsible for the public relations activity surrounding the World of Learning Conference & Exhibition 2015 on behalf of Venture Marketing Group. They have kept the press in touch with the latest activities surrounding the event. Below is a selection of the coverage that the World of Learning has received in the press. Representatives will be available in the press lounge onsite, or contact Emma Ward or Jordan Roozpeikar on +44 (0) after the event. MEDIA OUTLET DATE COVERAGE The Learning Architect E-Newsletter 3 March March April April April April May May June June June June June June June July July July 2015
29 TAP Training E-Newsletter Training Press Releases E-Newsletter Business Matters E-Newsletter HR magazine E-Newsletter The Learning Architect E-Newsletter TAP Training E-Newsletter 3 July July July July July July July July July July July July July July July July July July July August August August August August August August & 30 September 2015 Proactive Proactive Proactive Preview Event listing Proactive Proactive Proactive
30 elearning Network Newsletter HR Grapevine HR Grapevine E-Newsletter HR Magazine Reward Reward E-magazine Training Journal The Learning Architect E-Newsletter HR magazine E-Newsletter Robin Hoyle Learnworks August August August August 2015 September 2015 September 2015 September 2015 Sept/Oct Sept/Oct September September September September September September September September September September September September September September September September September 2015 Proactive Proactive Preview Preview Event listing Preview
31 Government Business Vol HR magazine E-Newsletter TAP Training E-Newsletter HR magazine E-Newsletter 7 September September September September September September September September September September September September September September September September September September September September September 2015 Preview Preview Preview Preview Preview
32 29 & 30 September 2015 Finally, we would also like to thank all of you for your help in promoting the event! We look forward to seeing you there.
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