Focused Marketing - Coloured Squares

Annual Industry Awards Campaign

Implementing an annual event campaign across multiple channels.

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SITUATION:

The Australian Resident Accommodation Managers Association (ARAMA) is the peak industry membership body for Management and Letting Rights (MLR) in Australia. As the voice of the industry, ARAMA’s advocacy plays an important role in influencing industry-enabling policy and legislation.

ARAMA’s annual industry awards night is an amazing opportunity for individuals, businesses, and sponsors to connect. The event attracts over 250 guests including industry stakeholders, senior government officials and managers from over 3,000 buildings around Australia. The event is an essential opportunity to engage members, serving as a basis to ensure ARAMA can continue providing impactful advocacy.

Challenge:

Promote the awards to a diverse audience across Queensland and Australia. Every year, ARAMA is challenged with the following targets for the TOP Awards:

  1. Encourage award nominations across eight categories
  2. Generate funds through paid sponsorship packages and strategic partnerships
  3. Promote event ticket sales and attendance

In addition to these targets, the spirit of the night must be captured with exceptional event management, videography/ photography and marketing and communications.

Solution:

We worked with ARAMA to deliver an omnichannel campaign with targeted messaging in key phases across a six-month campaign period.

  • Phased campaign approach with targeted messaging for key audience
  • Campaign rolled out across owned channels including website, member portal, EDMs, social media, print and third party partners
  • Collaborations with third party sponsors and partners
  • Ongoing campaign reporting and optimisation
  • Event logo and branding

OUTCOME:

Now in its second year with Focused Marketing, the campaign has been successfully optimised and achieved the following results:

  • Record-breaking ticket sales year on year
  • Exceeded nomination targets
  • Significant growth in followers on social media during the campaign period
  • Significant growth in member engagement

MAKE IT HAPPEN

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