TYPE: Congress | DESTINATION: Utrecht, The Netherlands | ATTENDEES: 800
The ECPCA promotes and supports the management of cleft lip and palate deformities, and related craniofacial anomalies in Europe by organising a multi-disciplinary European congress once every four years, for dissemination of experience and knowledge in this field.
This year, the ECC decided to change things up and add two new themes to their mix. They approached MCI The Netherlands with the challenge of helping rebrand the former ECC, while making sure that the same level of sponsors and delegates attend the first edition of the new congress.
And thus, the ECC evolved into the ECPCA.
A Digital Marketing Solution
Never backing down from a challenge, the core team rolled up their sleeves and got to work. With the proposed theme of Future Perspectives in Research & Therapy, and the congress taking place in 2019, MCI The Netherlands kick-started a digital marketing strategy solution mid-2018.
Focusing on driving abstract submissions and early bird registrations, the core team targeted highly relevant global audiences over a variety of online marketing channels such as: Google advertisements, a fully functioning website and monthly e-newsletters to promote speakers and provide important pre-congress information. All campaigns were monitored and optimised, with budgets being adjusted between and within campaigns to ensure optimal online exposure to the relevant audiences.
As a result, digital marketing contributed to 241 abstracts and 187 registrations; the emailers saw a high open-rate of 39,4%, the website saw 24,477 unique visitors of which 66.3% were lead to the site thanks to digital marketing activities, and digital advertisements brought in 366,707 impressions and 3,018 clicks.
MCI The Netherlands also supported logistically in bringing the congress to life, with their key negotiation skills and global connections with a variety of suppliers and partners helping save on costs.
The congress was hosted in a vibrant and modern location in Utrecht, the Netherlands - the TivoliVredenburg (in Dutch); with key speakers from around the world taking to the stage to share their knowledge and experience. And to top it off, the team organised nightly social events so that the delegates could unwind from the congress activities.