How CASE used geofencing to engage conference attendees at a fraction of the cost of traditional exhibit marketing.
The combination of identifying education conferences with attendees who are CASE member prospects and leveraging geographically centered marketing provided a cost-effective way to get the CASE brand and message to potential members.
Campaign building steps
Digital marketing practices allow associations to target potential members at conferences and symposia where attendees closely match their ideal member prospects. CASE came to SAI Digital to develop two geofencing campaigns in February and March 2020 aimed at getting their membership message in front of international education professionals – attendees at the Association for the Advancement of International Education (AASIE) and the National Association of Independent Schools (NAIS) conferences. Both events traditionally attract potential CASE members, but the cost of exhibiting and physically attending these conferences were somewhat prohibitive. However, geofencing the conferences and retargeting geo-captures in a mobile-first digital campaign satisfied both budgetary and outreach requirements.