Event Marketing | 2024 Convention
ALPFA
Objective
A multi-day event focused but not exclusive to Latino college students and professionals. This convention is inclusive and is welcoming individuals from all backgrounds.
Event Highlights
Theme
Insight
The Impact of Latinos at Large
The total economic output (GDP) of U.S. Latinos was $3.2 Trillion in 2021.
Latinos accounted for 73% of growth in U.S. Labor Force Participation.
If U.S. Latinos were a standalone country, it would have the 5th largest GDP in the world.
There is a gap between the current and future power of Latinos and how, as a community, we perceive our own power.
The 2024 ALPFA Convention was the bridging event. The theme was the call to action that as individuals, and as a community, we need to recognize and reassess our perception of ourselves and our impact. To redefine their leadership narratives in alignment with ALPFA’s leadership development, community building, and professional growth goals.
Marketing Strategy
Goals:
Drive 6,000 event registrations.
Increase paid memberships by 45% for students and 52% for professionals.
Transform perceptions of Latino power through education and networking.
Target Audiences:
College Students: Focus on excitement and engagement through TikTok and Instagram.
Young Professionals: Highlight career growth and networking via LinkedIn and email.
Mid-Level Managers: Showcase leadership opportunities through LinkedIn and targeted campaigns.
Executives: Offer thought leadership and exclusive networking.
Key Phases:
Building Anticipation (Jan-Mar): Teasers, early bird promotions, and testimonials.
Engagement & Education (Apr-Jun): Speaker announcements and interactive content.
Event Readiness (Jul-Aug): Countdown reminders, last-chance registration pushes.
Impact and Scale:
Social Media: Boost engagement across Instagram and LinkedIn.
Targeted Emails: Drive conversions and registrations.
Giveaways: Increase excitement and build loyalty.
Key Metrics:
Event registrations and membership growth.
Social media engagement and email campaign performance.
Attendees
4,900+ on-site students and professionals.
Instagram Growth
10K - 12K ( ten days).
Partners
100+ corporate sponsors.
LinkedIn Growth
3% follower increase in a month.
Results
Registrants
6,200+ (34% growth from 2023).
Membership Growth
Drove 336 new memberships.
