Objectives & Marketing Strategy

Manage and maintain the eMerge Americas website and content, as well as market and promote brand awareness for the event by driving qualified traffic to the website and social media platforms.

Communications Strategy:

The key objective for all stakeholders is to raise awareness and drive event registration for eMerge Americas both in Latin America and within the United States.

eMerge Americas and Green Dot will work closely together to develop and maintain a content calendar one month in advance starting with September of 2017 leading up to the event in April of 2018. Green Dot will manage, maintain and update all content on the eMerge Americas website, social media channels and email communications to deliver a seamless experience for end users.

English and Spanish digital marketing campaigns including search, social media and retargeting ads will be launched and managed by the agency to promote the event and drive traffic to the website. The Spanish language social media ad campaign will link to a Spanish language landing page – however, the rest of the site will remain in English (including registration).

The agency will manage the media budget, as well as track and analyze campaign results and submit a formal report on a monthly basis. We will also leverage the video assets eMerge has amassed during previous events as video ads on a variety of social media platforms and ad networks – depending on the available media budget.

Email communications will be administered via Hubspot and Green Dot will work with the eMerge in-house staff to design, develop, test and blast out email announcements, as well as setup and automated email drip campaign to nurture leads and attendees as needed.

As the event gets closer, the level of activity and services provided increases. This proposal includes an outline detailing the scope of activity by month, including the digital marketing campaigns, email communications and website updates. Please note that “month 2” and “month 3” are each billed three (3) times in consecutive months.

We suggest the following schedule for campaign roll-out for 2018:

Prepping for 2018: September

Green Dot suggests using September to update the website in preparation for launching the awareness campaigns in October. This period includes time to refresh the look and feel of the site and its messaging. A new video library is also budgeted to allow for increased emphasis on videos of the event.

Awareness Period: October – December

We suggest beginning the awareness marketing campaigns in October. During the months of November and December ad prices are extraordinarily high due to the holiday season, and competition for inbox space is also at a high. Starting the marketing campaigns before the holiday shopping season begins will allow eMerge to reach more targets in a cost-effective manner.

Website work, email campaign management and social media management will ramp up as we move closer to the conference date. This period includes time to update the website with speakers and the new agenda in preparation for the registration marketing campaigns due to launch in January. Also included is developing new email drip creative to help support the registration campaigns.

Registration Period: January – March

As soon as the holidays are over and the new year begins the hard-sell registration campaign will launch. This period includes more frequent emails for sponsors and partners, as well as an email drip campaign and custom weekly emails to promote registration.

Social media marketing, search marketing, retargeting and the new video ads will all run heavily during this period. As the event approaches, more frequent emails and website updates are budgeted.

Conference: April

During the month of the conference website and campaign work will ramp up to their highest level. Green Dot will also provide on-site marketing support during both days of the conference. A final registration push is also budgeted, including frequent email communications, website updates and social media posts.

Post-Conference: May

During this time period Green Dot will work with the eMerge team to review the previous year’s results and make a plan for 2019. The website will be updated as needed and marketing communications will continue recede to the awareness level phase.