Driving registrations to a professional development course via a robust go to market toolkit combining messaging, video and static content, and sales enablement intelligence and value propositions.
Background
How to market a professional development programme to cold and warm audiences, directly and indirectly via sales teams.
International Association of Amusement Parks and Attractions (IAAPA) is a trade association representing over 9,000 amusement-industry members in more than 100 countries worldwide and operating several global attractions-industry trade shows. Prior to its Expos, IAAPA offers two-day education programmes for those new in the industry delivered by industry experts.
Registrations for the course are driven via direct marketing approach and GTM via sales / membership teams.
Approach
To create awareness and bring conversions (registrations), while working as EMEA Marketing Co-Lead, I planned and developed a strategic marketing plan and a GTM package:
- Identified target audience, segmentation and prospects to convert.
- Developed a strategic cross-channel plan across several months consisting of an email campaign to identify warm leads, followed by a planning and development of GTM toolkit for sales teams.
- GTM package included: video testimonials in two languages, email messaging, selection of banners and relevant photography.
- Sales strategy with insights on warm leads to convert.
- Collaboration with trade media to develop articles to target future prospects to drive a pipeline for 2027 edition.
- Social media organic posts.
- Landing page with relevant information.