Objectives:
- To bring the industry leaders in Australian Oil and Gas together to network and do business
- To understand what challenges the industry is facing and instill a collaborative solution approach, uniting key players for the good of the industry
- To provide a leading, educational platform to share cutting-edge industry knowledge
- To determine fresh key messaging and positioning of the APPEA Conference
- To design, build and implement and integrated marketing and communications plan
- To support delegate registrations through the effective communication to the target audience
- To support event sponsorship objectives through effective marketing strategies
- To provide exhibitors with improved return on investment through effective marketing opportunities
Strategy:
- To target and support industry relationships
- To position APPEA as the must-attend conference of the year
- To strengthen stakeholder relationships to achieve more efficiency and streamline Conference communications
- To be perceived as fresh and clear to the market
- To develop new exciting initiatives maintaining true to the brand and industry
- To extend the partner network
- To strengthen membership companies and promote extra value to members
Results:
- Leveraged energy industry political news for further publicity via social and eNewsletters
- Extended exhibitor opportunities, shared news to develop content and provided additional value
- Enhanced the APPEA membership experience at the Conference
- Raised the profile of the Conference using an omnichannel approach
- Defined the key messages and use consistently throughout campaign across all channels
