Case study:
Achieving 25.1% Growth in a Post-Pandemic Landscape –
ISMB/ECCB Success Story
Background
ISMB/ECCB, an annual scientific conference, anticipated a small 5% decline in attendance following the onset of the COVID-19 pandemic. With traditional engagement methods disrupted and a lack of budget, the International Society of Computational Biology (ISCB) partnered with Showcare to revitalize their marketing strategies.
This case study explores how Showcare orchestrated a remarkable turnaround for ISMB/ECCB, rejuvenating its existing audience base and attracting new scientific researchers previously unaware of the event.
Challenges faced
No Marketing Budget
The event had no allocated marketing budget, making it difficult to promote effectively and reach a wider audience.
Limited Audience Reach
ISMB/ECCB struggled to attract diverse attendees, particularly scientific researchers who were unfamiliar with the event.
Uncertain Market
The economic repercussions of the pandemic left many uncertain about spending on non-essential activities like events
Strategy implemented
Showcare developed a comprehensive strategy to address these challenges and drive growth in the post-pandemic era:
-
Understand the profiles of the participants
Showcare’s strategy involved a thorough understanding of participant profiles, aiming to attract specific demographics to their events. They conducted surveys with their audience and extensive audits of their business, including behavior analyses and audience touchpoint evaluations. By reviewing event data, marketing strategies, and attendee retention initiatives, Showcare developed a comprehensive plan to drive growth in the post-pandemic landscape.
-
Revamped Marketing Initiatives
Showcare overhauled its marketing strategies to target returning attendees and new audience segments effectively. By harnessing digital platforms like LinkedIn and X (formerly Twitter), targeted advertisements, and the potential of the Google Ad Grant, they strategically expanded the event’s outreach.
-
Omnichannel Engagement Excellence
Showcare implemented a robust omnichannel strategy aimed at both retaining existing participants and attracting new ones. By utilizing various touchpoints, including call campaigns, digital ads, impactful email marketing, and even leveraging influential marketing via WhatsApp, Showcare significantly improved conversion rates, showcasing the effectiveness of its diversified engagement approach.
-
Landing Page Optimization
Showcare implemented a targeted approach to landing page creation, resulting in an impressive reach of unique visitors. Additionally, many attendees cited word-of-mouth, potentially stemming from social sharing, as their source of information about ISMB/ECCB, indicating the effectiveness of the landing page in facilitating organic promotion and engagement.
-
Data-Driven Adaptation
Showcare consistently utilized data to drive decision-making, ensuring timely adjustments to strategies and the implementation of new approaches as needed. Their agility and responsiveness in leveraging data underscored their proactive approach to refining and adapting strategies for maximum effectiveness.
Results achieved
Showcare’s strategic initiatives yielded impressive results. Click over the results to see how we did it!
Through our deployed strategies, the event saw a remarkable increase, surpassing pre-pandemic levels, even amidst the global endeavor to recover and reach minimum previous attendance benchmarks.
Showcare’s innovative approach to audience growth resulted in a significant increase in registration revenue, surpassing budgeted expectations.
Showcare’s targeted marketing initiatives not only led to a more diverse attendee base but also proved highly effective in engaging students, a demographic crucial for future growth. This diversification not only enriched the event’s discussions and perspectives but also indicated promising prospects for continued expansion.
Showcare’s refined retargeting strategy effectively increased ISCB’s retention rate by re-engaging previous attendees, ensuring their return to the event.
Showcare’s continuous optimization of Google Ad Grants resulted in an increased grant allocation from Google Ads for ISCB, enabling them to market their event at no cost effectively.
International Society for Computational Biology (ISCB)
Conclusion
Showcare’s strategic innovation and targeted outreach have elevated ISMB/ECCB to a premier global hub for computational biology researchers, scientists, academics, and industry professionals. Embracing hybrid event formats and refining marketing strategies reversed attendance decline and attracted a fresh cohort of attendees, ensuring the event’s lasting impact and relevance in the scientific community, promising continued growth and advancement in the field.
As we navigate this dynamic landscape, we extend an invitation to join us in reshaping the future of events. No matter what type of association you represent, lets works together to craft unforgettable experiences that inspire, engage, and propel progress. Together, we can forge a brighter future for your association, ensuring relevancy and growth for years to come.
Contact us today to explore how we can help you elevate your association and achieve your goals in the new normal. Let’s embark on this journey of growth and innovation together!
About ISCB
The International Society for Computational Biology (ISCB) is the leading professional society for individuals in computational biology and bioinformatics. Since its establishment in 1997, ISCB has provided valuable services to a diverse community of researchers, practitioners, students, and suppliers worldwide. These services include collating and disseminating information, organizing official conferences such as Intelligent Systems for Molecular Biology (ISMB), facilitating year-round networking and collaboration through its Communities of Special Interest (COSIs) and online community platform, ISCb Nucleus, and supporting regional groups and young researchers through initiatives like the ISCB Affiliates Program and the ISCB Student Council (ISCB-SC). Additionally, ISCB offers official journals and book series, providing members with access to high-quality research publications and resources. Through its comprehensive offerings, ISCB aims to advance the field of computational biology and bioinformatics and support the professional development of its members globally.
