Expo Booth and Lead Generation
Lead Generation | Email Marketing | Booth Branding
Every year at the AIA Conference on Architecture, NCARB joins thousands of architects for three immersive days of the latest trends and developments in architecture and design. To drive engagement and increase positive sentiment among architects, NCARB decided to expand it’s brand presence at the 2018 Expo hall leading to a 42% increase in lead generation from 2017, our highest performing year yet.
Challenges
While NCARB has a strong relationship with aspiring architects, they disengage once they’ve earned their first license. Unaware of NCARB’s new programs to advance their career, we needed to reengage mid-level practicing architects.
One of the goals for this year’s conference was to build a sense of community among architecture students and aspiring architects. To do this, we wanted to position NCARB as a transparent, inclusive and helpful organization.
Results
Hosted a meet up event with the National Architectural Accrediting Board (NAAB) and the American Institute of Architecture Students (AIAS) for attendees to stop by our booth and connect with fellow architecture students. With over 100 student visitors, attendees were able to make real connections, ask questions, and meet leadership from NCARB, NAAB, and AIAS.
To reengage with the architect audience and increase booth traffic, we promoted a booth contest. One winner was chosen each day from our lead generator for a chance to win an NCARB service.
NCARB’s booth also featured an interactive board where attendees answered two questions: What are your career goals this year? and How will the architect’s role change over the next 20 years? Attendees who participated were given motivational magnet, t-shirt, and resources to help remind them of their goal!