"I'm so glad you were able to bring your expertise, strategy and tactics to this effort. Well done, it's been great having you on the Shift Work Summit team."
THE CHALLENGE
HyperTrack runs an annual virtual summit but lacked bandwidth for the upfront planning that would maximize impact. They needed more clarity and focus on programming, audience targeting, and speaker recruitment that would support a structured promotional campaign. Instead of executing tactically, the challenge was to build this planning infrastructure that would drive better attendance and business results.
MY APPROACH
I joined as a marketing consultant to build the planning infrastructure HyperTrack needed but didn't have bandwidth to create internally. I started by analyzing three years of summit data to identify attendance patterns and gaps. From there, I developed a comprehensive plan covering audience targeting, speaker recruitment, promotional campaign design, event platform setup, and day-of support - then executed alongside the team to ensure seamless delivery and follow-up.
STRATEGIC PLANNING & DESIGN DELIVERABLES
Event Programming
Designed the event framework and session structure to highlight key target markets, product strengths, and customer relationships while differentiating the company and reinforcing their thought leadership positioning
Target Audience Strategy
Expanded audience segmentation across specific industries and job titles to attract the right attendees who could drive business outcomes, including customer analysis to identify attendance patterns from past summit events
Speaker Recruitment Strategy
Built prioritized target list and outreach templates for CEO to recruit keynote speakers, plus recommendations on batching sessions by industry to create stickiness
Multi-Channel Campaign
Designed the overall event launch schedule and created 10+ email and social templates for promotion leading up to and following the event, including post-event office hours program to continue conversations with attendees
Event Support
Provided day-of event support to ensure speakers and attendees had a seamless experience. Smooth session transitions, proactive tech troubleshooting, and attentive engagement kept the event running professionally
WHAT MADE THIS PARTNERSHIP WORK
Strategic Planning Expertise
Brought dedicated focus to the strategic planning work that a lean internal team doesn't have bandwidth to tackle. This meant the summit had a solid strategic foundation rather than being executed tactically year after year.
Focused Audience Targeting
Defined target audiences with business outcomes in mind, ensuring the summit attracted prospects and customers who could drive pipeline and revenue, not just attendance numbers.
Comprehensive Launch Plan
Designed a detailed event launch schedule with promotional templates and timelines, giving the team a clear roadmap for building momentum leading up to and following the virtual summit.
Deep Collaboration
Met weekly during the 6-week planning phase to align on goals, messaging, and approach. This ensured the work reflected HyperTrack's unique positioning and business objectives.
KEY RESULTS
63%
Increase in Overall Attendance
16%
Increase in Customer Attendance
49%
Attendees from Targeted Outreach List
10%
Increase in Digital Transformation Titles
"Fantastic support Tracy. You are a calm operator. The wisdom and experience shows. Grateful for your help."