We developed a digital content plan that would raise awareness, drive WEC registrations before the conference and maximise insights and content during the event.
We created a video highlighting the WEC event themes and speakers. This video featured inspirational engineering figures from around the world discussing why it’s important for the profession to come together to build a more sustainable world. The video was shared on Engineers Australia’s social media pages and shown at the convention’s opening ceremony.
Several articles were published each month on the WEC website from April to the conference in November. The content featured high-profile speakers who would present at the event to give potential delegates a preview of WEC – from automation and artificial intelligence, to sustainable construction practices, diversity and inclusion and the future of engineering education. All of these articles directed readers to the registration page.
We also created infographics and social tiles. This static infographic highlighted five reasons to attend WEC. This interactive infographic asked engineers to think about their role in building a more sustainable world and encouraged people to explore the WEC themes, featured speakers and special sessions.
We used paid content amplification on Facebook and LinkedIn to reach new audiences, especially an international audience who would be interested in attending the event. We also published the content on Engineers Australia’s platforms like the create website and distributed it through the create enewsletter.
During the event, we created articles covering the six convention themes, which featured a mix of the keynote addresses and abstract presentations. This content was also published and amplified on social media, as well as in a wrap-up enewsletter to attendees.