As part of a strategic initiative to revitalize attendance for a nationally recognized educational workshop series targeting pre-retirees and retirees, I identified the need for a brand repositioning. Despite the target demographic, I leveraged the effectiveness of direct mail cards but introduced a element by creating a dedicated website for registrations.
The outdated brand underwent a modernization process, and the new website not only enhanced the overall aesthetic but also added significant value. By incorporating tracking capabilities, we gained insights into visitor behavior, duration of site visits, and registration follow-through. This allowed us to proactively promote upcoming workshop dates and set the stage for future social media integration.
The convenience factor for consumers was elevated with 24/7 online registration capabilities, and an enticing early-bird registration discount incentivized timely signups. The rebranding campaign, coupled with the introduction of online registrations, proved to be highly successful. The results speak for themselves, with a remarkable 110% increase in workshop attendance, showcasing the tangible impact of my strategic redesign.