Leading authority on all things customer contact strategy and operations, CCA Global is the international trade association that represents the call and contact centres, with clients including Sky, Three, Telefonica, Barclays and HMRC. Constantly representing those innovating in the sector, the company recognised the need to practice what they preach. But, with an already very busy internal team, they needed support in developing a cohesive marketing strategy for their annual Convention, with digital expertise at its core.
TRENDING in the UK for both days on Twitter
SOLD OUT tickets for the event(s)
INCREASE in social media engagement
Attracting the right audience
In order to support the CCA's goal delegate figures for Convention and the Awards ceremony, we were tasked with trialling and utilising digital platforms to attract crucial new targets; finding key decision makers and putting the right content in front of them to show them why CCA Global was relevant to them.
“As experts in their field, After Digital’s marketing expertise helped us successfully sell out CCA Convention 2016. We were able to raise the profile of the event through a number of paid advertising campaigns, making the best use of the budget available. We also received comprehensive support from the team during the event, ensuring all information, speakers and award winners were captured effectively on social media. It was a pleasure to work with After Digital and we will continue to do so for future events.”
- Anne Marie Forsyth, CEO, CCA Global
Smarter marketing driving ROI
The goal = Find the right people. Tell them about CCA Global. Get them along to the annual Convention to share, learn and be part of the conversation.
To achieve this on social media, we maximised paid advertising on both LinkedIn and Facebook to experiment and attract new customers to visit the page. Utilising both’s advanced targeting tools to ensure success, we worked on a tight management basis to cut far below Facebook and LinkedIn’s suggested advertising costs and achieve much higher click-through-rates than the platforms’ averages, thus ensuring a relatively small investment yielded the highest possible return.
Enhancing brand reach
To maximise the digital impact of the day itself, we focussed on organic social media content (with a particular focus on Twitter and the Convention hashtag for curation) - working on a real-time sharing of key moments, images and take-aways from the day. This allowed those who were unable to attend the event (or on another track within the Convention) to keep up-to-date with what was happening, whilst also directly engaging. This approach allowed us to increase the CCA's reach and allow attendees to work as brand ambassadors; sharing content throughout the days, from every corner of Convention and the awards ceremony.
INCREASE in average daily impressions
GROWTH in average daily link clicks
UPLIFT on the number of average daily retweets
The results speak for themselves...
As well as achieving maximum ticket sales for both Convention and the awards ceremony, we managed to tap into new markets, placing the CCA's offering in front of new businesses and getting the Convention hashtag #CCACon16 trending number one in the UK across both days of the event.