Background
The annual National Small Business Summit brings together government leaders, policy makers, regulators and industry Association decision makers. 2019 was the first time it was branded as COSBOA’s event. Zadro have been successfully reappointed as the designated PR agency for 6 years.
Objectives
- To promote the NSBS19 event, including all sessions and speakers, to relevant media and target audience
- Raise awareness of COSBOA and the big issues currently facing the small business sector
- Communicate the benefits of attending the NSBS19 to potential attendees and help secure attendance
- Secure media coverage for COSBOA and the NSBS19
- Provide social media support on Twitter, Facebook and LinkedIn for the NSBS19
- Secure media partnerships and advertising opportunities to promote NSBS19
Strategy
- Zadro created an event driven and integrated digital PR campaign to engage COSBOA members, media and government
- The COSBOA National Small Business Summit was promoted via social media, EDMs, media relations and advertising
- Created a suite of social media graphics emphasising the brand and content expected at the Summit
- Created speaker/exhibitor/sponsor graphics to maximise the shared voices
- Invited key media to attend the Summit and conducted extensive speaker and sponsor liaison for on-site interviews and post-event coverage
Results
- Highest delegate numbers for 3 years
- Increased advertising reach to over 121,000
- Total social media engagement increased by 37% from 2018
- Secured media coverage including; ABC, The Age, Sydney Morning Herald, The Australian, Inside Small Business, Small Biz Matters, My Business, SmartCompany, Dynamic Business and Koshie’s Business Builders
- Potential reach of media coverage was 2.1 million people
- Post event survey feedback ‘The PR team ROCK’!
