Email Marketing and Social Media Management
Women in Travel CIC
Women in Travel CIC, a UK-based social enterprise, is dedicated to empowering women in the travel, tourism, and hospitality industries. Their initiatives focus on providing training, mentoring, and employment opportunities to marginalized, vulnerable, and underrepresented groups. Among their flagship endeavours is the International Women in Travel and Tourism Forum (IWTTF), aimed at fostering diversity, equity, and inclusion within the industry.
The Challenge:
After a two-year hiatus due to the pandemic, Women in Travel faced the challenge of revitalising the IWTTF and driving attendance for their in-person event at Google HQ in St Giles. They sought a comprehensive digital strategy to promote the event, focusing on social media management and email marketing. Spectra Marketing was enlisted to devise and execute this strategy.
The Solution:
Spectra Marketing developed a multifaceted digital strategy to maximize the impact of the IWTTF:
Bi-monthly Email Campaigns: Tailored email marketing campaigns were designed to reach potential attendees, highlighting the event's significance and key speakers.
Engaging Video Content: Creative video content was crafted to boost engagement and generate excitement about the event across various social media platforms.
Day-to-Day Social Media Management: Spectra Marketing assumed responsibility for managing Women in Travel's social media pages, including content planning and creation, community engagement, audience growth strategies, monitoring and analytics, and collaboration and partnerships. This ensured consistent, high-quality content delivery and fostered community engagement, driving sustained growth and visibility for the organization.
Results:
The implementation of Spectra Marketing's digital strategy yielded exceptional outcomes:
Rapid Growth on Social Media: Within the first few months, Women in Travel witnessed a staggering organic audience growth of over 1,000% across social media platforms. Engagement surged by 47,650%, while impressions skyrocketed by 13,300.9%. LinkedIn, their primary platform, experienced an 82% increase in followers.
Record-Breaking Attendance: The impact of the digital strategy was evident in the event's attendance. In 2021, the IWTTF attracted 150 attendees, doubling the figures from its inaugural year in 2019. Tickets were sold out within 48 hours. Building on this success, the 2023 event saw attendance swell to nearly 300 participants, with tickets selling out within 72 hours of release.
Email Marketing Success: Email campaigns boasted impressive open rates, further enhancing the reach and effectiveness of the promotional efforts.
Conclusion:
Through a dynamic digital strategy crafted by Spectra Marketing, Women in Travel successfully revitalised the International Women in Travel and Tourism Forum, transforming it into a premier event in the industry. By harnessing the power of social media, email marketing, and day-to-day management of online platforms, they not only drove ticket sales but also amplified their mission of empowering women in the travel sector.