2017 International Women’s Day Conference Ptbo

On March 8, 2017, the Women’s Business Network of Peterborough (WBN) hosted an International Women’s Day Conference at Ashburnham Reception Centre. Considered the first of its kind in the region, the event was a unique opportunity to both inspire and advocate for greater action and investment to advance gender equality.

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THE CHALLENGE

 

Being the first inaugural International Women’s Day Conference in Peterborough, the event organizing committee was looking to increase brand exposure locally of the WBN, spread the word about the day-long event and sell out the conference. Having high expectations to sell all 150 tickets, the conference needed PR support to promote speaker line-up, attendance, conference theme and workshops.

THE APPROACH

 

The IWD campaign was comprehensive and ran over eight weeks. Working with our top media sponsor, kawarthaNOW, Red Rock leveraged top tier speakers — Candy Palmater, CBC radio host, recovered lawyer and feminist comic; Sarah Vermunt, professional coach, career expert, and author; and Linda Kash, veteran actress and improv performer —  to secure a number of pre-conference interviews and features to promote the caliber of the conference and increase ticket sales. Red Rock also secured interviews on the morning of the event with our committee chair, speaker Linda Kash and a workshop facilitator both on the local morning TV news and local radio stations. Red Rock also created all marketing materials, project managed the website branding and content development, as well as all social media initiatives.

THE IMPACT

 

Red Rock secured a total of local 16 media features from its outreach. We reached over 376,000 impressions from our top media sponsor banner ads, 154,775 total page views from our top media sponsor feature articles, and 35,777 total impressions and 700 engagements on social media. This included pre-coverage that promoted the event and featured speakers and workshops; Coverage included features in kawarthaNow, Peterborough Examiner, CHEX TV, Fresh Radio, 905 Extra, and Peterborough This Week. Support for the event was so well received that the event sold out within weeks, meeting the committee’s attendance goal.

MEDIA COVERAGE