Ten Thousand Hours creates multi-language event platform to to maintain brand consistency across multiple markets
INDUSTRY: INFORMATION TECHNOLOGY
At the close of 2018, our client announced that it would stage its eagerly anticipated Forum series across eleven European cities between March – June 2019.
Following a global brand refresh in 2017, maintaining consistency of brand appearance and tone of voice across multiple markets was paramount. With ownership of Forum events at a local level, previous brand appearance and messaging had felt inconsistent; engaging and acquiring attendees combined a mixture of localised Forum event websites, paper invites and email communications with no centralised record of registered attendees.
The challenge would be to launch the 2019 Forum Series online whilst maintaining a strong, on-brand Forum series website, clearly articulating the Forum value proposition to the audience in multiple languages. Crucially, the platform had to enable local marketing teams to drive their own content creation and event logistical details as well as allowing greater access to attendee data and create a 24/7 connection with the clients global CMS marketing platform.
Ten Thousand Hours was appointed following a pan-European agency competitive pitch.
Our solution, a single Forum series website built around a Content Managed System (CMS), would combine highly customisable website designs with a flexible, ‘back end’ reporting capability.
Ten Thousand Hours worked closely with the client to chart and improve the user experience (UX) by focusing core Forum messaging onto one common home page, supplemented with additional location specific event pages, each of which would be tailored locally giving country marketing teams full control of their content, language, tone, event agendas, speakers and sponsor visibility.
Furthermore, Ten Thousand Hours developed a tool to accurately target attendee types by enabling local marketing teams to review all event registrations and confirm or decline requests. With the tap of a screen, appropriate email responses would be dispatched to registrants.
The inclusion of sponsor categorisation, social media and multiple session application has enabled our client to attract and manage over 2000 attendees seamlessly.
All CMS training was provided by Ten Thousand Hours and full web support is provided throughout the Forum series.
“We’re impressed with the flexibility Ten Thousand Hours’ approach takes. Ownership of event content in our local markets will be a huge comfort to our marketing teams. “
Senior Director, EMEA Marketing