Northstar Travel Media hosts 16 events to connect meeting planners with industry suppliers.

Promoted primarily through Email and dedicated Microsites/LPs, Google Analytics showed worrisome statistics.

Travel & Tourism

Meeting Planners, Sponsors

A new responsive design allowed users to visit the LP while accessing their email on their phone.

RELEVANT INFO

Heavily reduced HP text emphasized both the CTA and the Exhibitor List callout on the left of LP.

Email content was consistent with LP and highlighted each event’s top Exhibitors.

EMAIL | Engagement

CRM was segmented based on new and repeat planners, separated from sponsors
Batch 1 content (weeks 1-3) focused on event info to qualify users
Batch 2 content (week 3-8) highlighted key (3-5) exhibitors to draw users onto the microsite
Batch 3 content (weeks 8+) highlighted the agenda for those who had begun the conversion process, and the education sessions for others

LANDING PAGE | Relevancy

The navigation was reorganized based on the most common paths users were taking in accessing our content
A clear call-to-action button was added in a prominent location, encouraging users to take action, rather than continue browsing
The copy on the homepage was edited down to event details and a series of call-outs to highlight supplementary content
As exhibitors signed up, a homepage widget showed 10 most recently added